Desiring a way to reach both visitors and locals of Northern Michigan, The Experience 231 partnership needed help executing a full branding, messaging and marketing campaign along with developing a mobile app and website.

Beginning with the brand, Lake Effect worked to help realize their dream of having all recreational assets in one centralized location and accessible by almost anyone. Lake Effect worked to build a robust database of assets that translated into a simple to use app and a flexible and responsive website.

Once the tools were ready, Lake Effect worked on executing a regional marketing campaign reaching 5 states and included digital web display, print marketing and social media outreach. Unique visits to the site successfully grew by over 300% in the first year and increasing app downloads by over 500% from year one to year two.

Overall, the project has taken visitors and locals alike to new and exciting outdoor experiences.