Visit Cook County

Strategic marketing and advertising for Minnesota’s most unforgettable destination.

Cook County sits at the northeast corner of Minnesota. It runs all along the North Shore of Lake Superior and includes the Boundary Waters Canoe Area Wilderness (BWCAW) and the Canadian border. The journey to Cook County is part of the adventure, with scenic views and unique communities along the way. Once people experience Cook County in all its glory, they come back again. And again.

This region has always been an approachable destination for visitors from Minnesota, northern Wisconsin and southwest Ontario, but would people from further away travel to visit this unique destination? To find out, we partnered with Visit Cook County to launch awareness-based digital ad campaigns targeting audiences within 500 miles of Cook County—and the results have informed Visit Cook County’s advertising strategy ever since.

align
Communication STRATEGY
Digital Strategy
Media

Build
Graphic Design
SEO
Campaign Strategy
Content Creation
Social Media
Key Message Development

Analyze
CUSTOM DASHBOARDS
METRICS + REPORTING
Process Development

Credit: ken harmon

// build //

Uniquely Cook County

The campaign showcased three key upcoming but lesser-known ‘seasons,’ generating interest and buzz with animated GIF ads showcasing these unique seasonal events: a dramatic storm season, Cook County’s incredible night sky and winter highlights, including outdoor activities and the concept of Hygge.

// analyze //

Insight to Strategy

Campaign results allowed Visit Cook County to attract visitors from key new markets through highly targeted strategies.

Credit: David Johnston

// Communicate //

Mad for Madison

The initial campaign suggested audiences in Madison, WI, would be intrigued by Cook County, so we launched several strategies to engage this market. Digital advertising, email marketing and sponsored content in local publications have helped inspire new visitors to make the trip north.

Credit: Ryan Rumpca

Credit: Ken Harmon

// conclusion //

Holistic Strategy

A holistic approach—incorporating digital advertising, lead generation, website and search engine optimization (SEO)—helps clients like Visit Cook County stand out. By narrowing its focus and incorporating stunning visuals and videos, Visit Cook County positioned itself as a premier travel destination and introduced thousands of new visitors with the potential to become lifelong lovers of Minnesota’s North Shore.

Credit: wander the map