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Nestled in the breathtaking wilderness of Alaska, Tongass National Forest is a crown jewel of America’s public lands. As the largest national forest in the United States, it spans 17 million acres of pristine ecosystems, from ancient Sitka spruce and western hemlocks to lush temperate rainforests. In 2024, Tongass National Forest took center stage when one of its majestic trees was chosen as the U.S. Capitol Christmas Tree, a symbol of holiday cheer and national unity. This event marked not just the selection of a tree but also a brilliant communications campaign that leveraged social media to raise awareness and engage audiences nationwide.

By strategically utilizing storytelling, creative content, and digital engagement, the National Park Service (NPS) and the Tongass National Forest team turned a tree’s journey into an inspiring story that resonated across platforms. Here, we’ll break down their approach and offer actionable insights for other public agencies aiming to execute impactful communication campaigns.

Telling a Compelling Origin Story

Every great campaign starts with a story, and Tongass National Forest had a remarkable one to tell. The selected Sitka spruce, towering at over 80 feet, wasn’t just a tree; it was a living witness to the ecological and cultural history of Southeast Alaska. To bring this story to life, the Tongass team crafted a narrative that blended natural beauty with human connection.

• Focus on History and Heritage: Social media posts delved into the tree’s decades-long life, showcasing its growth in one of the world’s most unique ecosystems. Accompanying visuals included time-lapse images of the forest, drone footage of its expansive canopies, and archival data on the tree’s role in the local habitat.
• Highlighting Community Ties: The campaign featured interviews with local residents, including foresters, conservationists, and Native Alaskan leaders. These voices added depth, emphasizing the interconnectedness of the tree’s journey with the people who call the Tongass home.

By making the tree a symbol of both natural resilience and community pride, the campaign created an emotional connection with audiences, driving engagement and shares.

Bringing Followers Behind the Scenes

Transparency and exclusivity are key drivers of online engagement. The Tongass team understood this and offered followers a backstage pass to the tree’s journey from selection to its final destination in Washington, D.C.

• Tree Selection Process: Posts included videos and images of the careful process by which the tree was chosen, emphasizing the precision and respect involved.
• The Harvest: The cutting of the tree was a ceremonial event, captured live on social media to bring viewers into the moment. Educational content accompanied the event, explaining the ecological considerations and replanting efforts to ensure sustainability.
• Transportation Insights: As the tree embarked on its Whistlestop Tour across the country, followers could track its progress in real-time using GPS updates. Posts highlighted stops along the route, where communities gathered to celebrate and send off the tree with heartfelt messages.

These behind-the-scenes moments humanized the project and built a sense of shared ownership among the public.

Amplifying Reach Through Partnerships

Recognizing the power of collaboration, Tongass National Forest and NPS partnered with influencers, local organizations, and other agencies to expand their message.

• Local Voices: Partnerships with Alaskan influencers and cultural organizations added authenticity to the campaign. These collaborators shared personal reflections and stories tied to the Tongass, creating diverse, relatable content.
• Government Agencies: Coordination with other public agencies, such as the U.S. Forest Service, ensured the campaign reached broader audiences. This collaboration included cross-posting content and sharing educational resources about conservation efforts.
• Corporate Sponsors: Key logistical partners, such as transportation companies, used their platforms to promote the tree’s journey, creating additional touchpoints for engagement.

Interactive Campaigns to Boost Engagement

Interactive elements were a cornerstone of the campaign, turning passive followers into active participants. These tactics included:

• Hashtag Campaigns: The #FromForestToCapitol hashtag invited users to share their own holiday traditions and photos of Christmas trees, fostering a sense of community and celebration.
• Ornament Design Contest: A national call for handmade ornaments inspired by the Tongass forest engaged schools and communities across the country. Winning designs adorned the tree, creating pride and ownership among participants.
• Polls and Trivia: Social media polls and quizzes about Tongass National Forest’s unique features educated audiences while keeping them entertained.

These campaigns not only boosted engagement metrics but also helped the public form a personal connection to the forest and its mission.

Creating a Grand Finale

The tree’s arrival in Washington, D.C., was the climax of the campaign. The NPS team made sure this moment shone brightly—both literally and figuratively.

• Live Streaming the Lighting Ceremony: The tree lighting was broadcast across multiple platforms, ensuring accessibility for viewers nationwide. The ceremony included speeches from Tongass representatives, cultural performances, and a breathtaking display of the decorated tree.
• Showcasing Alaskan Contributions: The tree was adorned with thousands of handmade ornaments crafted by Alaskan children and artists, turning it into a canvas of cultural expression. Each ornament told its own story, amplifying the campaign’s central theme of unity and pride.

What Other Public Agencies Can Learn

The success of the Tongass campaign offers valuable lessons for other public agencies looking to lead impactful communication initiatives. Here are some key takeaways:

1. Craft a Compelling Narrative: Whether it’s a tree, a community project, or an infrastructure improvement, every initiative has a story worth telling. Focus on human and cultural connections to create emotional resonance.
2. Leverage Visual Storytelling: High-quality visuals—photos, videos, and infographics—are critical to capturing attention and making your message shareable.
3. Engage Communities Early: Build excitement by involving local voices, hosting interactive contests, and providing behind-the-scenes access.
4. Collaborate Broadly: Partnerships with influencers, other agencies, and private sector entities can amplify your reach and add credibility to your message.
5. Measure and Adapt: Use analytics to track engagement and refine your strategy. Metrics like hashtag usage, video views, and post shares can provide insights into what resonates with your audience.

Conclusion: From Forest to Future Campaigns

The 2024 U.S. Capitol Christmas Tree campaign by Tongass National Forest and NPS serves as a blueprint for how public agencies can leverage digital tools to tell their stories. By combining compelling narratives, strategic partnerships, and interactive engagement, they turned a single tree into a nationwide celebration.

For agencies seeking to enhance their communications, the key is to think beyond the initiative itself and focus on the people, places, and stories that make it meaningful. With the right strategy, your next project could be the one that lights up hearts and screens across the nation.

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