Partnerships like pedaling a tandem bicycle Lets take a ride - - PowerPoint PPT Presentation

Partnerships …like pedaling a tandem bicycle

December 14, 2006

The Great Allegheny Passage CONNECTS to the C&O Canal Towpath in Cumberland MD

Let’s take a ride together on the GAP

Mile after Mile Dedication after Dedication Linda McKenna Boxx has lead the charge

TO

The Vision

Two Metropolitan Cities CONNECTING

In mid 2006, the Laurel Highlands Visitors Bureau created a partnership with the ATA to begin to formulate a marketing plan and to acquire significant funding to promote the Great Allegheny Passage. In JULY 2006, a ‘Trail Concierge’ began answering an 800 telephone line and incoming emails. This was the first step in the marketing process. Years later riders are still eager for information on the GAP, the TrailTowns and the experiences along the entire trail system. In 2014, the ‘Trail Concierge’ duties went to paid staff through the Allegheny Trail Alliance.

HELLO! How can we help you plan your trip?

Beginning in July 2006 monthly call logs were maintained. Relevant information was collected and proved to be insightful into the marketing efforts of the Bureau. Every year inquiries came from all 50 states and internationally proving the popularity of The Great Allegheny

• Passage. The message was being heard & spreading.

RMI – Regional Marketing Initiative July 2007 - $150,000

• 8 Page Newspaper Insert
• Trail Town Brochure Maps
• Welcome Center Training for

both Pennsylvania & Maryland

• DC based PR Firm Secured
• Press Trips for DC/Baltimore

Travel Writers

• Giveaway Backpacks for radio

promotions in DC market

FUNDING $$

For the 1st time, funding was provided that promoted a product across STATE lines.

FUNDING $$

INITIAL MARKETING PIECES

Trail Town Brochures were introduced in 2007 and continued to be printed and distributed each trail season through 2016 season. Pennsylvania funding also included pieces for the Trail Towns of Frostburg and Cumberland Maryland. Placed at trail heads the brochures encourage riders to eat, shop, and explore each individual Trail Town.

FUNDING $$

TRAIL PROMOTION IN DMO TRAVEL GUIDES

In-depth pages were dedicated to the GAP beginning in 2008 by the LHVB and Maryland Mountainside visitPittsburgh began in 2012 knowing the completion of the Trail to Point State Park was near

FUNDING $$

Visual 2-Page Spreads in LH Guide

A large visual presence in continued for ten years. 2008-2016

July 2008 RMI - $150,000

In 2008, radio and print were introduced and placed in more niche

• publications. A B/W ad was placed in

publications such as Spokes Magazine, Midwest Bike Magazine, Adventure Cyclist. The ad was also placed in the Washington Post, Baltimore Sun and the USA Today. A trade show banner was produced and was used by LHVB for Consumer Shows in Cleveland, Columbus, Baltimore and DC markets

FUNDING $$

Pittsburgh 250 was the celebration of the naming of the region in 1758. The entire Pittsburgh region rallied around a set of three goals including supporting the completion of lasting signature projects that connect the region’s past to its future. The completion of the Great Allegheny Passage was selected as one of 3 signature projects. A ride from Pittsburgh to DC was held in October and provided a tremendous spotlight on the trail – both what was completed, and what needed to be

• finished. A small pocket map was produced

and distributed for the celebration.

ON THE PASSAGE - 2008

Funds were set aside in 2008 for the filming and production of On The Passage. Award-winning film-maker John Urman takes viewers on a 150 mile ride from Cumberland MD to Pittsburgh PA. On The Passage picks up where his On The Canal

• ends. This 30 minute, beautiful production

is a keepsake for any rider on the GAP.

FUNDING $$

July 2009 RMP (Partnership) - $69,925

In 2009, the idea of an EXPERIENCE was introduced into the marketing efforts. Ad buys were streamlined due to the decrease in available funds. Ads were once again placed in niche publications (Spokes Magazine, Adventure Cyclist, Recreation News) and a summer radio buy was also done.

FUNDING $$

July 2010 RMP (Partnership) - $50,000

2010 marked the end of any available RMP funds. Limited resources allow only for the necessities: Printing of The Great Allegheny Map Production of TrailTown Brochures Fine-tuning of www.GAPtrail.com Participation with LHVB and visitPittsburgh programs Wrapping up research & analysis

Other Projects Funded Through the Years...

• Purchase & Installation of Trail Counters
• Photography & Development of a Photo Library
• TrailBook co-op funding
• Amtrak Analysis (Rockwood)
• Wayfinding Signage
• 3 Research Projects
• Postage / Envelope Printing
• WVIA Public Television Segment
• iPhone App
• Redesign of website

Screenshot of iPhone app

FUNDING $$

When the $$ ends….then what? 2012

In January 2012, conversations began between the three main DMOs to create a marketing plan for the GAP as the trail was being completed into Pittsburgh.

FUNDING $$.....the end of the Road

June 13, 2013

The Final Leg/6.5 Miles

+

$30,000 investment in joint marketing

2013 & 2014

Continued Investment

LHVB PARTNERING EFFORTS

Continual push….season after season On-Line Banner Ads 2014-Present

E-Newsletters 2013

LHVB PARTNERING EFFORTS

PA Turnpike Billboards (Spring 2014) – 3 locations: Use of Trail Imagery on numerous Laurel Highlands materials….include 20,000 Summer Coupon Books 2014 & 2016

LHVB PARTNERING EFFORTS

LHVB PARTNERING EFFORTS

Use of images mobile Spring Calendar of Events

LHVB PARTNERING EFFORTS

PANDORA RADIO ADS

LHVB PARTNERING EFFORTS

ITINERARIES / GROUP TOUR

LHVB PARTNERING EFFORTS

PRESS VISITS Jim Cheney is the blogger behind UncoveringPA.com. This site has become wildly popular over the last couple of years. Jim also writes for the Harrisburg Patriot News (weekday circulation of 50,000, weekends of nearly 80,000) and its heavily trafficked site PennLive.com, as well as many publications for the PA DCED including Keystone Blade and Happy Traveler.

LHVB PARTNERING EFFORTS

2016 LAUREL HIGHLANDS FOOTAGE IN VIDEOS 3 Minutes/5 Minutes/YouTube season videos and TV Commercials

LHVB PARTNERING EFFORTS

http://www.laurelhighlands.org/blog/post/35-miles-of-magic-mason-dixon-dedication/

• Luck. Some find luck in a shiny

heads-up penny. Others, a four leaf

• clover. Today, and on many
• ccasions, my luck can be found

living and promoting the region I love, my own ‘backyard'. So, join me as I blog about 3.5 miles of bliss

• n The Great Allegheny Bike Trail.

Tourism Grant Funding Opportunities

Since 2009, the ATA/GAP has received $211,552 from Tourism Grants The Tourism Grants are available in the three counties through which the trail

• traverses. A 3% Hotel Lodging tax is collected in each of these counties. The

money collected goes to fund the marketing efforts of the LHVB, but funds are set aside to be granted back into the tourism community each year. Additionally, affiliated businesses also receive tourism grants. The Visitors Centers along the GAP are funded for their seasonal staff. Funds are provided for trail maintenance and to individual businesses for marketing.

Investment in the GAP

$419,925 – Fund secured the Commonwealth / Partner Grants $211,552 – Funds provided from County Room Tax Tourism Grants Image Exposure of Trail in LHVB Marketing Collateral LHVB story generation through PR department & itinerary inclusion from Group LHVB social media communications LHVB GAP Landing Page on www.laurelhighlands.org Training & Yearly Trail Summits Inclusion on LHVB’s regional printed map