Algoma Country offers an excellent snowmobile experience with wide groomed trails, reliable snow, and scenic vistas, but it was the industry’s best-kept secret. They needed support to help increase ridership from Michigan and Ontario.
Algoma hired the BC Hughes team of tourism motorsports experts to solidify their snowmobile experiences using product development, branding, content creation, and digital marketing to put horsepower behind the throttle. Using targeted communication strategies, BC Hughes spoke to riders (both domestic and international) and highlighted how they could experience riding worth telling their friends about. The digital campaigns, video content facilitation and unique messaging peaked riders’ curiosity and saw great engagement and uptake on content created and shared socially.
The Sled Algoma microsite and coordinated social media campaign gained International media attention, and created success for Algoma County’s digital media platforms on Facebook and YouTube. These digital campaigns had significant traction, achieving 7 million impressions during the short winter snowmobile season with a small budget spend.