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New Scenic Byways Marketing Campaign The Adirondack North Country Association, in partnership with Geoff Sanford of Polaredge Designs, Saranac Lake, initiated a Scenic Byways marketing campaign with the publication of this year’s Art, Crafts & Foods Along the Scenic Byways of the Adirondack North Country, both in print and online. The stylized graphic design, consistent across both marketing platforms, celebrates the handmade of the region. The online map, also found in the print centerfold, is the same as the one in the glossy regional marketing piece which is part of a television, print and web marketing campaign developed by ANCA and the Adirondack Regional Tourism Council.
Visitors can easily find, both online and in the printed publication, the forty participants in one of the four regional quadrants: northwest, northeast, southeast and southwest. The online site gives visitors two more ways of planning where to stop on their trip. They can click on the Byways highlighted on the map to find who is on or nearest to their route or go to the alphabetical participant listing to find a specific studio or shop. No matter which approach is used online, the participant description is never further than a click away. Each description typically features a photo and identifies the media, such as pottery, wood, photography, and style, such as rustic, natural, contemporary. The historic and/or picturesque setting of each studio and shop is often included. Hours, phone numbers and websites are listed. Sharon O’Brien, Scenic Byways Coordinator, and Nadia Korths, Craft Programs Coordinator, provided project oversight. 40,000 publications were printed in early June. By mid-June, 32,000 have already been distributed via mail to 1600 regional lodgings and chambers. In early summer, a planned email communication to 1000 cultural businesses and support organizations to promote both the printed and online pieces will continue to introduce visitors to the Scenic Byways cultural experience. |
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