Theme of the new - unveiled in June - campaign and website from the Northeast Kingdom Regional Tourism Marketing Partnership is based on a play on the NEK acronym for Northeast Kingdom - the counties of Essex, Orleans and Caledonia in northeastern Vermont.

The website offers tours of local nature, culture, breweries, athletic events and musical performances and invites attendees to send their photos and share them on Instagram. Peoplecan get prizes like stickers and t-shirts by completing tours.

The region had seemingly been without tourism leadership or organization since the earlier regional DMO Northeast Kingdom Travel & Tourism Association was shuttered in 2016.

The new initiative is funded by donations and a collection national, state and regional agencies.

Why do I not see any local businesses investing in this project? Also Northeast Kingdom Chamber seems not to be involved - why is that?