Telling an authentic travel story is a balance of evocative words and perfectly captured images. New Buffalo Explored had worked for years to build a set of assets that reflect their beachfront community. They’d created a lushly visual, editorial-style website to promote travel and tourism in the New Buffalo area, but they needed support to drive traffic to the new site. We developed a campaign of print and email tools to inspire site visits and reinforce NBX as a portal to the ideal New Buffalo experience.
A large-format booklet capitalizes on the stunning landscape and lifestyle photography by Jodi Bodtke, creating a visual teaser for the website. A smaller referral card, letter-pressed on a classic, cotton paper, underscores the sense of meaningful, memorable experiences offered in the area. We also extended the strong photography and editorial approach into a series of email newsletters. Launched in 2017, these monthly messages keep visitors informed of new content on the website and tempt them with additional reasons to visit New Buffalo.