U.S. National Parks embrace digital media to reach millennials | The Insight Files | Scoop.it

The U.S. National Park Service has launched its largest-ever marketing campaign in preparation for the agency's centennial celebrations in 2016. The goal of the campaign is to raise awareness of the park system among millennials. In addition to the website, with its content on the parks and trip-planning tools, the campaign will include contests, social media engagement and influencer relationships. The parks drew 292 million visitors, who entered at least one national park in 2014, but there are misrepresentations that they are family destinations only or at all located in the West. When the National Park Service hired ad agency Grey in 2010, they required a year's worth of qualitative and quantitative research to gauge the public's understanding and awareness of the organisation. National Park Service Director Jarvis says the organisation will replicate the same research in 2017 at the campaign's end to determine its ultimate success. Find out more.