Interior Cascades Route 97 Touring Program Update

Spring 2017

Spring Content launched for

Content development continues with the launch of Spring Dreams the newest seasonal section of Spring content is highlighted by a series of “Route 97 Trails” including Rail Trails, Indigenous Experiences, Golf Trail, Local Flavours featuring the Ale Trail, Culinary Trail, Farmers Market Trail, Fruit Stand Trail and the Wine Trail. Festivals and Events are always highlighted.

Social media and Google Pay-Per-Click campaigns are the focus of our digital promotions. The Route 97 website call to action for travel information links to all official destination websites and visitor centers from the Contact Us section as well as select pages throughout the site.

2017 Print Guide Coming May 12, 2017

The second edition of the Route 97 Guide will be distributed in May 2017. The expanded 64 page guide plus 8 page insert map will cover more information on the road trips and loops to move people in and around the entire region. An increased print run to 40,000 and increased distribution at consumer shows through our partnership with the Camping and RVing BC Coalition and CanaDream RV Rentals through Vancouver and Calgary will get more guides into the hands of travellers. Distribution area includes North Central Washington and Thompson Okanagan region Visitor Centres, Duty Free Shops on both sides of the border and select locations. The 2×3’poster size map will also be available for distribution to visitor centers and select locations throughout the region.

Destination Canada Partnership – Spring / Summer Campaign

Spring / Summer Washington Campaign. In partnership with Destination Canada the Seattle Campaign was launched Spring 2017 to create awareness and drive interest to Route 97 through a dedicated Seattle campaign. Utilizing Environics Analytics PRIZM 5 data mapped to the Destination Canada Explorer Quotient traveller types, the campaign targets Authentic Experiencers and Cultural Explorers in key sections of Seattle. A dedicated landing page and supporting campaign pages are embedded in the Route 97 website for this market. The campaign includes direct mail targeted by postal code and Explorer Type, contesting, Pay-Per-Click advertising, social media advertising and content creation.

Program Information

For more information on the Route 97 Touring Program visit us online at

How to engage with the Program

We encourage all stakeholders to engage in the Route 97 Touring Program. Here’s how…

  • Hyperlink to Route 97 from the footer of your website. Download the Route97 logo file and link to
  • Use #Route97 on your social media posts
  • Share your favourite pages from the website or social media channels through your social platforms
  • Post key events from your community, business or organization for FREE at
  • Provide feedback on the website — we will be developing new sections over the next year. For more information contact
  • Distribute the Route 97 Map Guides (available at all visitor centres)
  • Share your imagery for use on the website, social media, blog, etc. by contacting
  • Register your winter experience and get a free link on
  • Have your own web page on

Facebook Handle: DiscoverRoute97
Twitter Handle: @DiscoverRoute97
Instagram Handle: discoverroute97

About the Route 97 Touring Program

Discover Route 97 — Be Curious…
The Route 97 Touring program, Discover Route 97 is a joint partnership between the Thompson Okanagan Tourism Association (TOTA) and the North Central Washington Economic Development District (NCWEDD). This partnership has the full and active support of elected officials from three counties and their cities in Washington State (Okanogan, Chelan, and Douglas), the elected officials from the three Regional Districts and their communities in British Columbia (RDOS, CORD, NORD), the Colville confederated Tribes and the Okanagan Nations Alliance. Part of our mission is to promote this unique region, with particular emphasis on the Interior Cascades section of the Highway 97 corridor and all its tributaries, for the benefit of all its varied communities.

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