A recent editorial suggested, rightfully so, that tourism marketing is more than just a name. Representing the partners in the Penquis Tourism Coalition, the broad-based organization initiating regional tourism in Penobscot and Piscataquis counties, I could not agree more. As the editorial concluded, “what matters is not the name but the work and support behind it.” We would like to share with you that work and the comprehensive approach we are using to enhance economic development through tourism marketing.

The Maine Office of Tourism and Maine Tourism Association cooperatively market the state to attract visitors. The state relies on designated tourism regions to fulfill additional marketing efforts and deliver ‘tourism products’ to those who visit. There was over $450 billion in lodging sales in Maine in 1999. Only 7 percent of these sales were in Penobscot and Piscataquis Counties – commonly referred to as Penquis. Over the 8.3 million visitor to Maine in 1997 only 1.2 visited Penquis and less than 1 million stayed overnight.

LDR International published these statistics and others in a September 2000 report commissioned by the Eastern Maine Development Corp. The report, A Tourism Marketing Strategy for the Penobscot and Piscataquis Counties, concluded that while the natural resources and outdoor activities are major tourism attractions, tourism (as a percent of the economy) lags in the Penquis region.

The study laid forth a strategic approach to improve the economy in Penquis through tourism marketing. Since its publication a core group of dedicated volunteers have sought to refine and implement the strategy. Step one was to organize an effective regional tourism organization. Step two was two publish a regional tourism guide. Step three was to develop a shared marketing plan and long-term strategy to implement tourism marketing and development activities.

In 2001 chambers of commerce from Sebasticook Valley (Newport area), southern Piscataquis County, Moosehead Lake, Katahdin and the Lincoln regions partnered with the Bangor Convention and Visitors Bureau, the Bangor International Airport, University of Maine, and EMDC to implement that strategy. With additional private business representation appointed by each chamber region, the Penquis Tourism Coalition secured additional funding to refine and implement a tourism marketing strategy.

After hiring a part time director and the services of BFT International, a Portland-based advertising and communications agency, the coalition undertook an intensive review of the unique characteristics of the region. Gathering materials and information from chamber members and recently completed cultural heritage inventories, the group and its team considered how to market this special region in a way to set it apart from others – both in Maine and farther a field.

Penobscot and Piscataquis counties have never been independently promoted and all concerned felt that a memorable name for the region was required. Of course, at no time in the planning process was it considered that just changing the tourism name of this very large land mass to “The Maine Highlands” would instantly make the region either instantly more attractive or be a full marketing answer in itself. It is the starting point of a very significant and sophisticated tourism marketing and communication campaign that will include a major regional guide, a new web site and other promotional and educational material.

The Maine Highlands is a branding device – a flag under which all the region’s disparate entertainment, sporting and cultural tourism aspects can rally.

In researching possible new regional names, the first point upon which everyone agreed was that the name “Penquis” must change – it being a combination of Penobscot and Piscataquis and, therefore, meaningless outside Maine – a key point when now more than ever Maine regions wish to attract many more U.S. vacationers.

The Penobscot and Piscataquis counties are not overall mountainous but they do represent a topography that varies from undulating hills to very significant Eastern Seaboard mountains. Lakes also feature as a distinct aspect of the region. So a name was required that suggests mountains and lakes without using the words mountains and lakes” – there already a glut of regions in the United States and abroad able to claim and market themselves as a mountains and lakes region.

The Maine Highlands is the answer. It is immediately evocative, descriptive, possessive, and redolent of a landscape of varying hills and mountains, and valleys and lakes. A broad cross-section of the region’s residents, who have been presented with The Maine Highlands, feel they can positively relate to the new name for the region. The name works in concert with the logo as the logo captures the essence of lakes with its rippled-water image.

The tag line of The Maine Highlands logo is “Natural wonder. Endless discovery” and this further underlines the many and varied tourism activities the region offers.

The tourism enticement guide for the region will be published in January 2002, and will feature each of The Maine Highlands six regions – southern Piscataquis, Moosehead, Sebasticook Valley, Greater Lincoln, Katahdin, and Bangor – but will primarily be activity based featuring the outdoors, water, the winter, active adventure, and culture-touring. Accommodations will also be included as will important information for the visitor on the region’s history, culture, geography and weather patterns.

Identifying the name and logo is only the first stage. Our strategy is focused and clear. Borrowing from the coalition’s mission statement, “our marketing efforts will work to benefit the entire region, respect member organization and community individuality, and will be a model of partnership working to develop and deliver the best “visitor product” in Maine.” With our name and image (logo) in hand, we will produce the highest quality regional tourism guide in Maine. In the coming weeks we will invite business owners who contribute to our tourism product together to share in our work and help guide our future efforts. Our guide will be published (advertisement free) in January 2002. To support the guide, we are developing a coordinated telephone and e-mail response system – directing inquiries to locations across the region.

We will unveil a Web site in the coming months. Recognizing the unique relationship of landownership in the region we are reaching out to the major landowners to share our vision and work together. We will also begin our coordinated work with the Office of Tourism and Maine Tourism Association’s efforts to promote the region to travel writers and other tourism marketing outlets.

For those of us involved since the early stages, when the region had no regional tourism marketing, it is rewarding to review our accomplishments. In 18 short months, we have organized, created a vision, raised funding and now are on the cusp of a sustained tourism marketing effort. It has not been without setbacks and there is much work to be done to generate economic return for the many small firms that contribute to our regional economy via tourism. However, we are making strides and doing so through a cooperative and coordinated effort.

The other famous Highland region – in Scotland – features a similar landscape and there are also U.S. areas using this name without being able to accurately make the claim of a true highland region. The Maine Highlands residents are not going to be walking about in tartan, eating haggis, or playing the bagpipes – but national and international visitors will be encouraged to come to this beautiful part of Maine by the region’s new marketing campaign – even some from Scotland.

John Holden is senior development specialist, Eastern Maine Development Corp. chair, Penquis Tourism Coalition.