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At the end of 2020, many Vermont makers and retailers were struggling with the financial impact of the pandemic. To help generate revenue for these businesses, the Vermont Department of Tourism and Marketing brought in HMC to develop a holiday shopping campaign to promote Vermont-made products and Vermont retailers.

In the face of both timing and pandemic challenges—we were given this project in mid-November and had to be in market in time for holiday shopping—we compressed the timeline for strategy and creative development by collaborating closely and intensely with our client, and launched a multimedia campaign on December 2nd.

One part of the campaign focused on the in-state shoppers and their inherent will to support friends and neighbors in local businesses, while the broader regional campaign played to shoppers’ affinity for, and connection with, Vermont.

Setting out to truly create Work That Matters in terms of helping Vermont businesses, the campaign delivered over 27 million media impressions and more than 156,000 sessions on the dedicated “Buy Vermont Made” shopping and retailers website.

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