Okemo Valley Chamber of Commerce: The Strength of a Multi-Channel Marketing Strategy
As a regional chamber of commerce, how do you engage the right audiences to increase out-of-state visitors? Take a creative multi-channel approach to expand your reach.
"For our grant-funded, six-campaign marketing project running from November to September, we needed a partner who could bring new energy and effective strategy. LONDONmiddlebury exceeded our expectations. Their team was a perfect fit, working alongside us to carry out each campaign with great success. We especially loved their fresh approach to influencer marketing, which connected us with new audiences and created a buzz. The project led to significant growth in website traffic and a noticeable increase in our social engagement and follower count…. We're grateful for their professionalism, insight, and the incredible results we've achieved together."
—Carol Lighthall, Executive Director at Okemo Valley Regional Chamber of Commerce
Reaching specific target audiences
The Okemo Valley is a region in Southern Vermont known for its mountains and ski resorts, recreational opportunities, and charming getaways. The Okemo Valley Regional Chamber of Commerce wanted to increase overnight stays and boost tourism from the Tri-state area, with a focus on positioning the region as a BIPOC and LGBTQIA+-friendly place.
The Chamber approached LONDONmiddlebury to create a multi-channel marketing strategy over the course of 11 months to achieve their goals. Our team got to work building a plan surrounding six seasonal campaigns, creating a marketing ecosystem where each piece worked together harmoniously.
Developing a multi-faceted marketing campaign
The Chamber held six events from November 2024 to September 2025 that served as the campaign’s scaffolding: The Holiday Express, Maple Open House Season, Tasty Treat Trail, Arts & Culture Village Strolls, Season of Festivals, and Cheese Week. We incorporated a mixture of event promotion and brand awareness content across channels to organically attract people to the region for these events.
Influencer Marketing
To expand beyond the Chamber’s existing followers and typical engagers, we worked with three influencers whose audience demographics aligned with the Chamber’s target market. We started by researching influencers from the Tri-state area, determining their typical audience demographics, their reach and impact, and content alignment with the Chamber and the Okemo Valley region. These content creators each focused on travel, both within New England and around the world. We provided the influencers with an itinerary and strategic guidance to ensure campaign alignment. They created a variety of photo, video, and blog content across several platforms to appeal to different viewers.
Social Media
In the world of social media, we didn’t stop at influencers. We also revamped the Chamber’s Instagram and Facebook accounts, working with a local photographer to gather a photo and video library for current and future use. This beautiful imagery, paired with engaging and consistent captions and edited reels, was meant to inspire viewers to visit and increase their sense of FOMO (fear of missing out).
Website
We recommended that the Chamber publish timely blog posts about each event, intending to give readers details about their visit while also boosting search engine optimization (SEO) about each event. Creating these blog posts was essential to link important information for potential visitors to other marketing channels, like social media and digital advertising.
Email Marketing
In addition to the Chamber’s existing email communications, we connected with Visit New England and Yankee Magazine to create featured sections for their email newsletters. Each of these blurbs featured engaging language about the specific events, reaching outside of the Chamber’s existing audience while still staying within their target demographic. Here, we were also able to promote specific blogs and drive traffic to the Chamber’s website.
Digital Advertising
Each set of digital ads aligned with a different event, speaking to a variety of demographics from the target regions in the tri-state area. We took an organic approach to the creative aspects of these ads, encouraging viewers to keep watching, rather than scrolling quickly past a stereotypical advertisement. This included a mix of video, carousel, and single image ads to appeal to different social media users across Facebook, Instagram, and Front Porch Forum.
All of these marketing channels came together to form one unified strategy with great results.
Impact: an engaged target audience
At the end of the campaign, we pulled together a comprehensive report to share the success of our strategy in-depth. Overall, our approach penetrated the right audiences across our target markets. Through social media, digital advertising, influencer partnerships, and earned media placements, this campaign reached nearly a million people across Instagram, Facebook, TikTok, email, and YouTube. The campaign’s content generated more than 2 million total impressions, indicating brand visibility in Massachusetts, Connecticut, and New York.
Beyond these metrics, we also found a measurable increase in hotel and lodging spending from the target markets over the campaign period, corresponding to specific campaign launches. We also delivered a comprehensive, searchable content asset library for future marketing use and established improved workflows for the Chamber to launch, track, and analyze upcoming campaigns.