Press Kit

News from Mt Washington Valley, NH - March 18, 2016

Contact:  Marti Mayne, 207-846-6331 or PR@mtwashingtonvalley.org

MT WASHINGTON VALLEY CHAMBER OF COMMERCE ROLLS OUT NEW
 “WHAT’S YOUR ADVENTURE?” SPRING CAMPAIGN

April through June is no longer mud season, rather the perfect time to find your adventure

North Conway, NH – For years the Mt Washington Valley Chamber of Commerce and tourism community in the Valley tried their best to embrace Mud Season with everything from humor to sarcasm.  Yet, in the end, for many visitors, MUD conjured up a downbeat vision; not exactly enticing images of the beauty, outdoor adventure and foodie fun that marks spring season in Mt Washington Valley.  Thus, the Mt Washington Valley Chamber has embarked on a seven-year campaign to move the focus from mud to magnificence, hoping to attract the millennial and active-boomer market from New England to come up and experience renewal by finding their adventure in Mt Washington Valley.  It’s Called “What’s Your Adventure?” and focuses in on five themed spring adventures: Outdoor Sports, Arts, Culture & Heritage, Foodie Adventures, Shopping and Golf via the landing website, www.SpringMWV.com.

“Through a series of events and promotions we were able to convert November, an otherwise slow month, into one of the busiest times of year by focusing on shopping and pre-holiday events,” said Janice Crawford, Executive Director of the Mt Washington Valley Chamber of Commerce. “We know it may take a number of years, but we’re hoping our spring “What’s Your Adventure?” campaign will do the same thing by attracting those seeking a quieter time of year for outdoor adventure, arts, heritage and culture, foodie fun, shopping and golf.  These are the hallmarks of what we have to offer in the spring in Mt Washington Valley. We’ll save the mud promotion for September and the Championships of Mud Football,” finished Crawford.

To accomplish their goal of building the spring season, members and staff of the Mt Washington Valley Chamber of Commerce have spent the past nine months collaborating and evaluating the options, planning and recently launching the What’s Your Adventure campaign.  A thorough compilation of events and springtime highlights were compiled into www.SpringMWV.com, a comprehensive website offering the perfect springboard to see all the options available from April to June. From here visitors have the opportunity to peruse a wide array of events revolving around the campaign’s five themes: Outdoor Sports, Arts, Culture & Heritage, Foodie Adventures, Shopping and Golf.  Additionally, social media, PR, Television, radio, Internet and newsletter campaigns will help to spread the word about all the adventures to try this spring in Mt Washington Valley. 

To augment the message, the Mt Washington Valley Chamber of Commerce is working with the lodging community to create packages around these spring adventures.  Additionally, the chamber attended the NH Camping Show in Manchester, the Portland Golf Show and partnered with White Mountain Attractions for exposure at the Montreal Women’s Show.  A Joint Promotional Program grant has been submitted to help support Boston television, radio, digital billboards and social media campaigns.

The Outdoor Sports component of the Spring campaign takes in a wide range of sports and adventure including everything from hiking, cycling, kayaking and even golf (though golf also has its own already developed niche market) to the more extreme events like the Tuckerman Inferno Pentathalon (running, kayaking, biking, hiking and skiing), Mt. Washington Auto Road races, Dirty Girl running series, rock climbing, triathlons and more. With its hilly terrain and Mt. Washington – the tallest peak in the northeast – in its backyard, coupled with existing challenging competitive events, the Mt Washington Valley Chamber of Commerce has developed www.CompeteMWV.com, another mini-site geared toward outdoor adventurist athletes who wish to train and challenge themselves to reach a new personal or competitive best. A major goal in developing this niche is to brand Mt. Washington Valley as the premier training and conditioning ground for active adventurists and their athletic pursuits.

In year two of the What’s Your Adventure Spring Campaign planning, the Mt Washington Valley Chamber of Commerce will continue to work with its members to develop and promote “All Things Spring” with signature spring events developed to increase visitation to the Valley during this season. The Chamber will move its Chili Cook-off from New Hampshire’s February Vacation Week (an already busy time) to April 8, 2017. The Chamber will also work with its arts and dining members to launch an arts festival and/or the local radio station to promote a brewfest in spring of 2017.

To learn more about Mt Washington Valley and all it has to offer in spring, summer, fall and winter, please visit www.MtWashingtonValley.org.  For vacation information, call 1-800-DO-SEE-NH (800-367-3364).  And to start planning your next trip to New Hampshire, go to www.VisitNH.gov.

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