Gunflint Trail
SECTOR
Brand, Marketing, Print, Web
YEAR
2010
SWIM TEAM
The SwimCreative Team
Sue Weber
Bullseye Silkscreening
Ledingham Promotional Products
Northern Images Photography
Bryan Hansel Photography
Mark Tessier Photography
Paul Sundberg Photography
Travis Novitsky Photography
Melissa Anderson Photography
Wenonah Canoes
Duluth Pack
Street Factory
Let the Whole World Know
Stretching 57 miles from the shores of Lake Superior to the border of the Boundary Waters Canoe Area Wilderness, the Gunflint Trail is truly one the world’s most ruggedly scenic stretches. The Trail’s website, however, was equally as rugged to navigate. We revamped the look, restructured the navigation and reworked the language.
A beautifully redesigned new website doesn’t mean much if no one can find it. So, besides SEO enrichment, we created a guerilla marketing campaign aimed at the Trail’s largest target market: the Minneapolis/St. Paul metro area. We hired a street team to “portage” a Gunflint-Trail.com-emblazoned canoe across the Twin Cities, complete with backpacks filled with information, free t-shirts and free Gunflint Trail Mix. Additionally, we crafted a social media contest entitled “Send Your Friend Packing,” which sent scores of people to the site.
