Adirondack Experience

At the heart of the Adirondacks is a special place that cherishes the history from generations of people in the region. Visitors from every walk of life can discover a story that inspires and connects them to the past of this amazing place. Intrepid explorers, pioneering industrialists, vibrant native cultures, and everyday triumphs in the wilderness can all be found within the walls of the Adirondack Experience, The Museum on Blue Mountain Lake. After the launch of their name change and the opening of a new feature exhibit, they struggled to gain the attention and attendance numbers they deserved. Paragraph was approached to develop a new message platform and evolve the visual brand to reach a multi-faceted audience with a compelling call to visit.

Inspired by our visit and informed by interviews with everyone from day-trippers to long-time board members, we uncovered a powerful way to communicate the breadth and impact of what the Adirondack Experience has to offer. Our core message calls visitors to ‘Re-Imagine the Museum Experience’ by stepping away from their assumptions of what a museum typically is, and into a space where they can truly immerse themselves in the lives and stories of a region. The position leverages both a visitor’s expectations and the unique truth of the museum, building a campaign that effectively communicates the museum’s rich personality while still allowing promotion of specific exhibits and events. Implementing this approach across print, digital, and social media has established a strong platform for future growth and success.

Key Deliverables

  • Qualitative Research
  • Quantitative Research
  • Digital Analytics Review
  • Brand Voice & Message Platform
  • Brand Visual Language
  • Brand Identity Guidelines 
  • Sales & Marketing Material
  • Website Design & Development
  • Promotional Campaigns
  • Environments & Signage
  • Search Engine Marketing

Mapping the richness of what the ADKX has to offer enabled us to identify different levels of engagement. Whether it’s showcasing the core exhibit for first-time visitors or promoting specific events and activities to park locals there’s something for everyone to experience and enjoy.

We invited visitors from Montreal to NYC and everywhere in-between to discover an Adirondack story that speaks to them. A comprehensive print and digital media plan serves as a strong foundation for the entire season of marketing needs.

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“I had the pleasure of collaborating with Bob Aretz and his team for the next two years on refining our messaging, defining our target audience(s) and developing a communications plan to help us build better brand awareness and boost attendance—no easy feat in the Adirondacks! We worked on a more streamlined ad campaign, on and off site marketing communications, collateral, public relations, social media, website redesign and signage. The whole gamut! It was challenging and rewarding. And it was fun. I worked with Paragraph until I retired in September 2019. Their energy, enthusiasm, smarts and dedication are above and beyond. Thanks for a great 2 plus years of collaboration!”

— Ausra Angermann Director of Marketing (2017–2019) Adirondack Experience, The Museum on Blue Mountain Lake