FIND YOUR NEW POINT OF VIEW
NH State Parks
TURNING IT UP A NOTCH
With visitor traffic (and revenue) booming from 2020 to 2022, NH State Parks wanted to drive visitors to their lesser known parks. We created the “Find Your New Point of View” to encourage visitors to explore more of the state and discover the hidden gems that await them.
The campaign saw success with increased engagement metrics on social media, digital ads and website traffic. However, due to a rainy summer season, 2023 visitor traffic and revenue did not meet the growth goal (despite an increase year-over-year), so NH State Parks wanted to recoup this year by driving more visitor traffic to all corners of the park system. With 2024 travel forecasts indicating that pent-up summer vacationers would be on the move in New England, we knew we had an opportunity to influence a captive audience.
FINDING THE HIDDEN GEMS
We refreshed the creative for Year 2 of the “Find Your New Point of View” campaign, emphasizing the immersive environment you get at NH State Parks. We utilized Google, Meta and Programmatic advertising, which included native display, CTV and Digital Out-of-Home tactics. We produced organic social content that spoke to the campaign and encouraged visitors to explore lesser known and revenue-generating parks. We delivered press releases to promote events like Water Safety Day and the Bear Brook State Park anniversary event, and regularly pitched stories and worked with writers to bring awareness of lesser known parks.
NEW POINT OF VIEW, NEW RESULTS
NH State Parks met the revenue goals for 2024, and saw a strong increase year-over-year across all metrics, including website traffic, digital campaigns, social media, share of voice and total advertising equivalency. The increases restored State Parks revenue growth to surpass 2022 levels.