When travelers are exploring a new destination, they want as much information as possible to guide them in the right direction. Sure, a list of top spots is great, but a map really helps them visualize their journey and set a course. That’s why we’re so excited about our new Maps feature—and we love seeing how destination marketing organizations (DMOs) are starting to use them to create engaging and interactive maps.
Take, for example, Visit Eau Claire in Wisconsin. Their team has embraced the power of maps to connect visitors with unique experiences in their region. We recently had a chat with Demi Mulry, the DMO’s Director of Marketing, and Afton Moline, Marketing Manager, to learn about their approach.
Mapping Made Easy
Before CrowdRiff Maps, Visit Eau Claire relied on more cumbersome methods. As Demi explained, “Our organization used to use Google My Maps, and the process was incredibly tedious when it came to branding, uploading images, writing descriptions, etc. However, it was important for us to include them because one of our main goals as a DMO is to drive visitors through our local businesses’ doors, and we want to make it as easy and convenient for them as possible.”
Once they got access to CrowdRiff Maps, they quickly put together two new maps that seamlessly fit into their web experience: Geau Outside and Brew Pass.
Although maps weren’t initially planned for these pages, with the launch of the new feature, the team quickly recognized their value. “We find that they’re useful so people can make the planning portion of their trip more efficient,” said Demi. “For example, if we were coming to Eau Claire and were interested in using the Brew Pass to explore the breweries, we would love to see which breweries are close together and what not.”
On-Brand Designs
Afton elaborated on their design choices: “Color is key to our brand identity, which is why we favor the Traditional and Contemporary map styles. More importantly, the Eau Claire and Chippewa Rivers are vital to our region. Ensuring they stand out on the maps allows us to promote river-based activities and make it easy for visitors to explore our beautiful waterways.” They even matched the colors of the in-map text and pins to the rest of their site to create a seamless brand experience.
Letting UGC Lead the Way
Their main goal is driving traffic to local businesses, and adding authentic visuals to the map locations help these spots feel even more inviting. As Afton noted, “By showcasing UGC, we hope these featured locations feel more relatable, accessible, and inspiring for visitors planning their trip.”
One of the key advantages for Visit Eau Claire has been the efficiency of Maps. “Being integrated with Google is incredibly valuable, and having it seamlessly integrated with our DAM takes away the part of downloading/uploading photos from one platform to another,” Demi shared. “Plus, this is another great way for us to utilize the UGC we’ve spent time collecting.”
“By showcasing UGC, we hope these featured locations feel more relatable, accessible, and inspiring for visitors planning their trip.“
More Great Maps
Visit Eau Claire’s story is just one example of how destinations are strategically using Maps. Here are some other impressive approaches we’ve seen:
BruceGreySimcoe
Coffee lovers exploring BruceGreySimcoe in Ontario have created a map to showcase must-visit coffee shops. Embedded in a blog post, this map makes it easy for visitors to find the perfect small business for a cozy coffee break. Explore their coffee map here:
Visit Yakima
To enhance their blog content and encourage exploration of their natural beauty, Visit Yakima embedded a map within their post about local wildflower hikes. This allows readers to easily pinpoint trailheads and plan their own floral adventures. Explore their map here:
Put Your Destination’s Story on the Map
These examples demonstrate the diverse ways destinations are leveraging Maps to enhance the visitor experience. Whether showcasing curated local experiences, providing practical information, or enriching blog content, Maps are becoming an increasingly valuable tool for guiding travelers and promoting all that a destination has to offer.
Thank you, Demi and Afton, for taking the time to share your experience with us!
Want access to Maps? Get in touch with your CSM.
Don’t have a CrowdRiff account? Book a demo!
