Our state’s iconic mountain, always at the center of photos, this year was also at the center of our attention. Travel Tacoma + Pierce County partnered with Visit Rainier to celebrate our much-loved Mountain. Through a special opportunity fund from Pierce County’s Lodging Tax, the two teams were able to take the mountain to new heights [pun intended].
The program focused on the target markets of Portland and San Francisco: two metro areas that are well positioned to enjoy our slice of the Northwest. It included a swath of print and digital advertising – including USA Today and Sea-Tac Airport displays – focused on promoting the visitrainier.com/100 page.
Travel Tacoma and Visit Rainier also partnered with San Juan Islands Visitors Bureau and Bellingham Whatcom County Tourism on a media mission to California to build relationships with key writers at publications such as AAA Via Magazine, USA Today and National Geographic Traveler.
The team also brought in six Instagram stars for a week of exploring Mt. Rainier and Tacoma. Putting talented photographers with all the right cameras and huge social media followings in a postcard-perfect setting was the right formula. The campaign and the stunning images it produced immediately garnered more than 60,000 likes and comments from the group’s nearly one million followers.
The coalition expanded to include Brand USA, the nation’s tourism development organization in the creation of four videos targeted at international travelers in China, South Korea, Germany and the UK. The videos are promoted on Brand USA’s international websites, as well as through our local marketing efforts as well as “The People of Mount Rainier” video series.