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We Are in the Age of Selling the Outdoors: Vermont and Vice have a Say in the Matter

 The Covid-19 pandemic has upended most of our daily routines and habits over the last two years. Selling the outdoors has been a massive component to get people outside and out of the house. I even took it upon myself to create a photo journal of the year 2020 and all of the different natural areas I explored (one of my shots is featured below). It has become more of an ongoing trend and cultural norm for people to get outside and explore the outdoors in any way possible. It has also proven to improve people's mental and physical health. This feature from Vice  and Vermont Tourism has depicted and marketed the outdoors so elegantly through their Instagram.

We are taken on a journey in this video feature with Sara, an avid outdoors-woman who encompasses Vermont culture in an astonishing minute and a half. Vice's massive presence on Instagram makes this message so powerful and widespread as well as appealing for many folks who have or have not experienced Vermont culture. What is impressive about Vice's ability to sell you the outdoors; is that you don't need to be a mountain climber to enjoy the various offerings that Vermont has. Sara explains that if you like to hike, bike, ski or swim; Vermont is your place to go. 

(Thundering Brook Falls, VT) Photo taken by Daniel Macura (2020)

What is so savvy about this Instagram post is that it manages to sell you on other commodities that Vermont has to offer: craft beer and locally sourced food. By creating content that is not only appealing to lovers of the outdoors but to anyone who likes craft beer and local farm produce, Vice has managed to broaden their audience as well as influence more people to visit and support Vermont for various reasons. Whoever produced this piece was very aware of how to appeal to a wide range of people. I'm certain that I have been sold on the outdoors and to visit Vermont, are you? Do you know of any other examples of selling the outdoors so exquisitely? Comment and let me know!


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  1. UnknownSeptember 18, 2021 at 10:43 PM

    Hey Daniel,
    I appreciated your blog topic because I have noticed the trend of transforming our daily habits/routines. Being out in nature is a huge one and I'm glad you discussed Vermont. As someone who's never been - I hope to one day. However, I also appreciated how you provided us with a video to really capture your message as well. You really encaptured your topic in a straightforward but engaging format - so I appreciate that. I think another example I've seen of people selling the outdoors is through TikTok videos of their travel blogs or cool things that they live around. Those videos always get a lot of traction and really encourages others to get out into nature too.

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    1. Gloria AndersonSeptember 18, 2021 at 11:01 PM

      ^ Don't know why it doesn't show my name but this was my comment!

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