Moose Calling Championship

Rangeley Lakes Region

Promoting the First-Ever World Invitational Moose Calling Championship

Objectives:

  • To bring attention to a new festival in the Rangeley Lakes Region of Maine through state, regional and national media coverage
  • To increase business at local accommodations and restaurants during a shoulder season weekend

Situation Analysis:

Maine conducts a Moose Lottery each year to issue permits for the fall moose hunt. When the town of Rangeley was chosen to host the 2012 Moose Lottery drawing, locals decided to turn the one-day event into a three-day festival. The signature event of the Rangeley Moose Lottery Festival was the first World Invitational Moose Calling Championship.

Methods:

NMC wrote a festival news release and distributed it nationally via Constant Contact to a targeted list of news and outdoor editors. The press release included a link to a video with World Invitational Moose Calling Championship Director Roger Lambert, an expert moose caller. Once the release was issued, NMC began contacting high-priority media contacts personally to generate interest. The agency also prepped Lambert for the many media interviews that would result from the push for publicity.

Results:

More than 20 print, television, and online stories were generated, including an extensive interview with Lambert on National Public Radio’s “Weekend Edition Saturday” that aired on more than 600 stations nationwide. Another highlight was a second interview with Lambert, conducted via Skype, with Weather Channel personality Stephanie Abrams. The spot aired on the “Your Weather Today” morning show which has a viewership in excess of 1.6 million people.

The NMC team also scored a feature post on the Moose Calling Championship on the BBC’s popular travel blog, The Passport, as well as The Boston Globe’s travel blog, Globe-trotting. In-state coverage included a five-minute interview with Lambert and Rangeley Chamber Executive Director Judy Morton on WCSH TV’s “207,” the state’s most popular local news magazine show.

The advance publicity helped attract more than 3,600 people to the festival – an impressive turnout for a first-time event. The local Chamber of Commerce also reported that all accommodations were booked solid the Saturday night of the event and restaurants were slammed with hungry visitors.