12 Sep Leave it like you love it!
Maine’s wild beauty creates shared experiences and stories needs to be cared for.
Destination: United States, New England
Organization: Visit Maine
To encourage responsible visitor behavior, Visit Maine partnered with Leave No Trace to launch Look Out for ME, a campaign that integrates responsible travel messaging throughout the destination’s brand and visitor communications. Visit Maine has woven the campaign into its overall brand identity. The campaign demonstrates the value of channel integration. Look Out for ME messaging appears consistently across the Maine Office of Tourism’s paid, earned, and owned media channels, including Outside Magazine, organic social media, media relations, and visitor communications on VisitMaine.com. This consistent presence reinforces responsible travel messages wherever visitors interact with the destination, making sustainability an integral part of Maine’s brand.
Built on the seven Leave No Trace principles, Look Out for ME initiative encourages travelers to be good guests by making responsible behavior a part of the visitor experience.
The results of participating in the Leave No Trace initiative are to encourage visitors to behave appropriately and responsibly on trails and in towns, and think about their impacts and the ways they can reduce them. By educating visitors, Visit Maine ensures that visitors know what the expectations are while they spend time outdoors in Maine.
Visit Maine shows how responsible travel messaging can be embedded and promoted throughout a destination’s communication media. By integrating consistent messages across multiple communication channels, DMOs can provide visitors with clear, practical guidance while reinforcing the destination’s values at every touchpoint.
This approach helps responsible travel become part of the visitor experience from trip planning to arrival, strengthening both the destination’s brand and visitors’ understanding of how their actions contribute to protecting the places they enjoy.
