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Scenic Byway Community Announcements and NewsAdirondack Trail Scenic Byway Marketing Project Reports Wednesday, February 28 "A brand is not a campaign theme, tag line, or slogan. Instead, it’s an expression of a compellingly unique experience (tangible and intangible) that your city, town, or community has to offer potential visitors..." from an article by Longwoods International by Scott Hanson. ADIRONDACK TRAIL SCENIC BYWAY BRAND STATEMENT AND VALUES ADIRONDACK TRAIL SCENIC BYWAY BRAND STATEMENT The Adirondack Trail Scenic Byway makes it easy for visitors to experience the tangible and spiritual benefits of viewing awe-inspiring scenery while touring one of the world’s most distinctive unspoiled geographic areas, the Adirondacks and adjoining foothills. Travelers connect with nature on lakes, ponds, streams, and rivers, as well as along numerous trails through woods and to peaks in all four seasons. In the clean, safe small towns and villages along the route they interact with interesting people who remain committed to time honored traditions, lifestyles, and values. THE TARGET MARKETPLACE DYNAMIC An estimated 90 million people live within a day’s drive of the Adirondack Trail Scenic Byway. A large percentage of these prospective visitors have grown up and live in a hectic, urbanized environment. Time pressures, too much traffic, and too much noise often characterize their lives. The population is aging. The territory that can be reached via the Adirondack Trail Scenic Byway offers so many choices to get away and escape that environment and to slip into the comforting rhythms of nature to rest, renew, and recharge the body and mind. OUR BRAND VALUES Tangible values Intangible values Connection with nature Tranquility & solitude Escape Resident lifestyles Health Rejuvenation – wellness Safe & quiet Diversity of recreation in each season Ever-changing scenery Education in ecology, culture Wildness experience Excitement, energy Outdoor recreation Restful sights, sounds, and smells “You’ll often reflect on your visit here.” The project is made possible with funding from the NYSDOT’s Scenic Byway Program through the Federal Highway Administration and the Transportation Equity Act for the 21st Century. The Adirondack North Country Association is committed to economically viable communities and a rural quality of life. For more information about ANCA, visit www.adirondack.org. Sharon O’Brien Scenic Byway Coordinator Adirondack North Country Association 28 St. Bernard Street Saranac Lake NY 12983 anca-obrien@northnet.org 518.891.6200 f518.891.6203 www.adirondack.org www.adknccrafts.com |
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