North of Boston is the official travel and tourism website for the 34 cities and towns that are North of Boston. The nonprofit organization works to promote the several cities and towns North of Boston all year round that have shaped our country’s history and act as popular destinations for locals and tourists alike.
the challenge
With the North of Boston area offering so many things to do and explore, it can be challenging to properly market it all with limited budgets and resources. North of Boston came to Sperling for our vast experience in the travel and tourism industry and our expertise in website design and development, photography and videography, strategy, and creating targeted marketing campaigns.
our solution
Since we started working with North of Boston in 2014, we have refreshed their website three times to enhance content and stay up to date with changing SEO algorithms. In 2024, we had our most recent site relaunch, adding more visuals and color, while reworking the navigation so it functioned as a virtual travel guide. We also designed and developed an interactive map to support MA250 so visitors could discover sites North of Boston that were important to the American Revolution. To attract more visitors to the site, we created strategic search and display campaigns as well as Meta ads focused on encouraging users to download the North of Boston travel guide.
Sperling also led a new North of Boston campaign called “Get to Know,” to promote visits to the area during the off-season/shoulder season. We started with photo and video shoots of the many locations around North of Boston so that we had fresh material for new marketing tactics. From there, we developed, designed, and wrote content for the new website, and crafted search, display, and Meta campaigns.
the results
Since beginning with North of Boston in 2014, Sperling has helped the travel and tourism site increase their organic and paid traffic, bringing more visitors to North of Boston. With our shoulder season campaign’s goal of bringing tourism to pre-pandemic levels, we were able to achieve incredible results.
74 %
increase
in total sessions
66 %
increase
in organic sessions in 2024 compared to 2019
16.2 million+
impressions
across Google and Meta in 2024
4.3 million+
video views
across Google and Meta in 2024