The Challenge
The Slate Belt — a cluster of small towns including Bangor, Portland, Pen Argyl, and Wind Gap — has a rich history, natural beauty, and a surprising variety of local businesses. But while it’s well-loved by its residents, it’s not widely known as a regional destination.
When Slate Belt Rising, a neighborhood revitalization initiative from Community Action Lehigh Valley, reached out to us, they had a very specific problem:
They needed to boost tourism by reaching audiences in the Lehigh Valley, Poconos, and surrounding regions — all within a small budget. They wanted to position the Slate Belt as a place worth spending a day: hiking, attending events, and exploring small-town charm.
The challenge was two-fold:
- Low Awareness – Many people living less than an hour away didn’t know the Slate Belt existed, let alone why they should visit.
- Crowded Tourism Market – Competing against more established destinations meant the campaign needed a hook that felt both fresh and authentic.
Our Approach
Our first step was to immerse ourselves in the Slate Belt. We didn’t just research it — we experienced it. We visited trails, shops, historic sites, and community hubs. We talked with business owners and locals. We mapped out the must-see spots, the hidden gems, and the experiences unique to the region.
From there, we knew the campaign needed to:
- Be Instantly Understandable – The name and visuals had to tell you what you could do and why it mattered in seconds.
- Feel Inviting, Not Overproduced – The Slate Belt’s charm is its authenticity. Overly slick messaging would have felt out of place.
- Work Across Platforms – With a limited budget, every asset needed to be adaptable for digital ads, video, email, and social.
This thinking led us to the campaign name:
Escape Everyday Any Day – a simple, memorable phrase that invited people to break from their routine and reminded them that adventure was close to home.
The Process
Once the brand direction was set, we mapped out a multi-channel plan that maximized reach while staying on budget:
- Campaign Badge Creation – Designed a clean type lockup that could be used consistently across all campaign materials, making it instantly recognizable.
- Video Production – Filmed and edited a destination video capturing the Slate Belt’s trails, events, and businesses, bringing the area’s atmosphere to life.
- Media Buy – Purchased a strategic mix of digital display and video ads, carefully targeted to audiences in the Lehigh Valley, Poconos, and nearby regions.
- Marketing Collateral – Created email templates and social graphics to keep messaging consistent across every channel.
- Landing Page Development – Built a campaign hub on the Slate Belt Rising website where visitors could easily explore things to do, places to visit, and upcoming events.
This wasn’t a “set it and forget it” process — we worked closely with the Slate Belt Rising team to make sure every detail reflected the community’s voice and goals.
The Solution
The final campaign rolled out as a unified, year-long initiative designed to inspire spontaneous day trips. By keeping the tone approachable and the visuals warm and inviting, Escape Everyday Any Day positioned the Slate Belt as both a getaway and a neighbor.
Every piece — from the badge to the video to the targeted ads — reinforced the same idea: you don’t need to go far to feel far away.
Check out our work with Slate Belt Rising.
Why It Matters
Tourism campaigns often focus on drawing outsiders in, but Escape Everyday Any Day did something more: it built a bridge between the Slate Belt and its surrounding communities.
By presenting the area as approachable, unique, and worthy of exploration, the campaign helped strengthen the region’s economic prospects while reinforcing community identity.
The Slate Belt has always been a place to escape the everyday — now more people know they can do it any day.
See the campaign in action: Escape Everyday Any Day