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Aroostook city wants to woo tourists through new targeting campaign


CARIBOU, Maine – As Aroostook County looks to attract a broader swath of tourists,

one city really wants to get to know its visitors.

Located just north of Presque Isle, Caribou has a unique plan to identify who is most likely to visit, then help them view the region as a major destination in The County.

For years, Caribou has largely attracted tourists through word of mouth and promoting recreation, businesses, events and local destinations via social media. But an aggressive new marketing strategy will target tourists looking for experiences that make Caribou distinct from other parts of the state.

This month, the city received a $10,000 Enterprise Marketing Grant from the Maine Office of Tourism. Starting July 1, the city will work with local marketing consultants and Aroostook County Tourism to identify groups of people who most often visit the region, what activities they are likely to seek out and how the city can better target advertisements to those groups.

“We’ll create ‘tourism profiles’ on who exactly these tourists are and how we can appeal to them,” said Penny Thompson, Caribou city manager. “For example, are they families with children or retirees? Are they visiting family? Are they coming here for the first time? What amenities will they seek out?”

Once city officials and the consultants identify major tourist groups, they will create specific social media and print content to entice those people to visit. Those items will likely include brochures and other publications at Maine visitor centers and short videos that highlight Caribou’s seasonal activities, Thompson said.

With the grant funds, Caribou will also create a special page on the city’s website dedicated to tourist information. That page will include lists of local restaurants, hotels, gas stations, grocery stores, repair shops and car dealers.

Similar to the Visit Aroostook website that Aroostook County Tourism operates, the Visit Caribou page will feature attractions unique to the region, including snowmobile, ATV and walking trails, local farm stores and events such as Thursdays on Sweden Street, Small Business Saturday and the annual craft fair.

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2022-06-23 05:00:00

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