Case Study
Massachusetts Whale Trail
The Massachusetts Whale Trail was created by the Massachusetts Office of Travel & Tourism and features nearly 40 stops across the state which pay homage to the history and heritage of whales.
In 2018, VoX launched the Whale Trail in Canada. The story angle was integrated into regular proactive outreach, press releases, media FAM’s and more. It was also a leading story featured in the presentations at 2019 Massachusetts media mission events in Montréal and Toronto.
In addition to an individual media FAM which hosted the travel editor of the National Post which resulted in a story dedicated to the trail, VoX also ensured the trail was integrated into story angles for multiple individual FAMs and the ‘Arts & Culture by the Sea’ Quebec group media FAM to Cape Cod and Nantucket.
HIGHLIGHTS
Stops include museums, attractions, historic sites, seafood restaurants, whale watching tours and more. Beyond the coast, the trail also includes a literary connection which celebrates Herman Melville’s novel Moby Dick.
Result: VoX has generated 44 stories across social media posts, print and online coverage with mentions of the Whale Trail, reaching a combined audience of 34.9 Million. Coverage includes stories Quebec’s top dailies, Le Devoir and Le Journal de Montréal, reaching the top market segment for Canadian visitors to Massachusetts.
