Traverse City Tourism Introduces "Mondays with Moe" Social Media Marketing Plan

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Tourism officials in Traverse City have adopted an amiable beach ball named Moe to play the main role in a new social media marketing plan. The inflatable character is being featured in a series of weekly Facebook posts called “Mondays with Moe,” where he (or she) will be seen enjoying some of the community’s best-known tourist attractions.

Moe enjoys a craft beer at the Blue Tractor Cook Shop

Moe enjoys a craft beer at the Blue Tractor Cook Shop

We wanted to show off some of the unique things about Traverse City in a fun, quirky and very visual way.

Tourism officials in the Lake Michigan resort community of Traverse City have adopted an amiable beach ball named Moe to play the main role in a new social media marketing plan.

Beginning this month, the 30-inch inflatable character is being featured in a series of weekly Facebook posts from Traverse City Tourism called “Mondays with Moe,” in which he (or she) can be seen enjoying some of Traverse City’s best-known tourist attractions – snowboarding down the slopes at Mt. Holiday Ski Area, for instance, or sampling a handcrafted ale at the Blue Tractor Cook Shop.

According to Digital Marketing & Design Specialist Coryn Briggs, “Mondays with Moe” is a new campaign to highlight some of the community’s best assets while increasing viewer engagement on social media.

“We wanted to show off some of the unique things about Traverse City in a fun, quirky and very visual way,” said Briggs. “We’ll use Twitter and Instagram every once in a while, but this will mostly be aimed at our Facebook audience.”

Traverse City Tourism’s rotund new ambassador took shape over several weeks of discussions in which several other mascots – including a large cherry and a toy raccoon -- were proposed and discarded. The beach ball, decorated with a cartoon face, is a nod to the community’s fame as a summer beach resort. A full schedule of appearances has been set up for 2015, and the campaign has already created significant interest.

“It’s not just on Facebook,” said Traverse City Tourism publications manager Jennifer Case. “The places where we’ll be taking Moe are getting excited about the idea, too. That’s something we hadn’t really expected.”

Organized in 1981 as the Traverse City Area Convention and Visitors Bureau, Traverse City Tourism is the area’s official Destination Marketing Organization. Its focused mission is to stimulate economic growth by attracting convention business and developing leisure tourism.

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Mike Norton
Traverse City Tourism
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Moe  snowboarding at the Mt. Holiday Ski AreaDowntown Beach in Traverse City