In 2000, the Hells Canyon Scenic Byway was designated an All-American Road, the top designation available within the America’s Byways® collection of 150 nationally designated routes. Interpretive markers throughout the route have since been added, with the assistance of grants from the Federal Highways Administration’s National Scenic Byways Program. Over the years, the byway has gained a steady following of motorcycle riders, who admire the curves as well as the amazing scenery. Recently, the byway earned recognition from America’s Byways Resource Center and RoadRUNNER Motorcycle Touring & Travel for the route’s rider-targeted marketing.
“We’ve promoted Hells Canyon All-American Road as a motorcycle-friendly destination before. But over the past two years, our message has really focused on inviting two-wheel riders to visit Hells Canyon, which is one of the Top 10 Scenic Drives of the Northern Rockies (www.drivethetop10.com),” said Alice Trindle from the Eastern Oregon Visitors Association, a regional Destination Marketing Organization for eleven counties east of Oregon’s Cascade Mountains. “It’s exciting to see the increased interest among riders in this incredibly scenic route.”
Developed in conjunction with public awareness initiatives at the America’s Byways Resource Center, the promotion awarded a year of free advertising on the RoadRUNNER website, http://www.roadrunner.travel/. It also included professional digital ad design and upload services.
“We’re pleased to recognize the work of Hells Canyon All-American Road,” said Michelle Johnson, Director at America’s Byways Resource Center. “The byway’s submission showed a strong commitment to reaching out to biking visitors.”
To win the recognition, Hells Canyon All-American Road submitted various materials demonstrating its motorcycle-friendly positioning. For example, a message-specific rack card was distributed to more than 5,000 participants at the Seattle Motorcycle Show in December 2011 and a print advertisement is now running in the American Road Magazine and the Eastern Oregon Visitor Guide. In addition, the byway has created digital ads for Travel Oregon and other online media.
“We saw many marketing examples from America’s Byways that are wisely reaching out to motorcyclists—travelers who truly appreciate the best drives in the nation. We’re excited to share byway information with our readers,” commented Melanie Brown from RoadRUNNER.
For more information about Hells Canyon All-American Road, visit byways.org. To see the new ad online beginning in April 2012, visit RoadRUNNER Motorcycle Touring & Travel.
For more great motorcycling curves in Eastern Oregon, Visit Eastern Oregon.com.
