D3

www.visitsomerset.com

Their Story

Nestled along Maryland’s Eastern Shore, Somerset County is a destination full of waterfront charm, small-town character, outdoor adventure, and cultural heritage. From iconic festivals and birding to fresh seafood and scenic getaways, the county invites visitors to slow down, explore deeply, and experience the authentic side of Maryland. As competition for travelers’ attention grew, Somerset County Tourism sought a cohesive, modern strategy to elevate the destination’s brand, reach new audiences in key feeder markets, and turn inspiration into visitation.

Our Journey

D3 partnered with Somerset County Tourism to tell the story of a destination worth slowing down for—using a cohesive, multi-channel marketing strategy designed to spark curiosity and inspire travel from key feeder markets. Through engaging content, thoughtful design, and vibrant photography, the campaign showcased Somerset County’s waterfront beauty, signature events, and small-town charm, inviting visitors to discover the experiences that turn a first visit into a lasting connection.

Digital advertising played a key role in increasing awareness and driving interest from priority markets, including Washington, DC, Philadelphia, and Northern Delaware. The first year of campaigns launched under the headline “It’s Time,” inviting travelers to rediscover Somerset County. As the strategy evolved, messaging shifted to “Explorers Wanted,” appealing to experience-driven travelers seeking authentic, off-the-beaten-path destinations. These campaigns were continually refined to reach the right audiences at the right moments in their travel-planning journey.

Beyond traditional digital placements, Somerset County Tourism leveraged high-visibility vehicle advertising campaigns as both an awareness driver and a data-powered marketing tool. Devices exposed to the destination’s mobile ads were identified and shared with D3 for targeted digital remarketing campaigns—maximizing efficiency, reinforcing destination awareness, and keeping Somerset County top-of-mind as potential visitors progressed from discovery to trip planning.

To promote major events like the Tangier Sound Music Festival, D3 used Geofencing to reach audiences already immersed in the festival scene. By creating virtual “fences” around similar regional events—such as the Southern Delaware Wine, Food & Music Festival, Chincoteague Seafood Festival, and Cape Charles ChamberFest—D3 was able to serve targeted digital ads to attendees’ mobile devices in real time, connecting Somerset County Tourism with visitors passionate about live music, local culture, and memorable experiences.

D3 executed ongoing email marketing campaigns that not only promoted timely events but were also repurposed into website content and blogs—maximizing reach, improving visibility, and extending the life of each campaign.

Featured topics included:

• Labor Day Events in Somerset County
• Shop Small Business Saturday
• Tangier Sound Music Festival
• Romantic Getaways
• Crisfield Bluegrass Festival
• Crab Derby
• Jazz Festival
• Birding in Somerset County

This approach ensured consistent storytelling across email, web, and digital channels.