Route 97 Interior Cascades Touring Program – Fall 2017 Update

Fall Promotion of the Route 97 region is focused primarily on the BC and Alberta markets. Due to additional support from Destination BC for fire recovery efforts we were able to supplement our fall campaign with additional tactics.

For more information on the Route 97 Program visit

Fall Campaign Highlights

Our focus continues on Touring and Exploring promoting our Road Trips by area. Road trip videos are being released to inspire travel to the region. User-generator content is used to engage in conversation about travelling in the fall. Emphasis is on last minute road trips featuring wine festivals, harvest, culinary, fall colors and trail experiences. The call to action is

Methods of advertising include: Paid Search Google Ad Words, Email marketing in partnership with the Okanagan Wine Festivals Society, Social Media Facebook and Instagram targeted by postal codes in two target groups, one from Telus Insights of actual users of the Kettle Valley Rail Trail and Environics Analytics targeting hiking, biking and culinary enthusiasts.

New this fall was attendance at the Vancouver International Travel Expo Sept 29& 30th.  We also ran Global TV Chopper Reports for a two week period. All channels promoted the fall contest to win a trip to the Okanagan for the wine festival.

In addition, we launched a content creation and digital influencer program in partnership with Seekers Media to bring influencers to the region to experience firsthand fall activities that will be shared though video and social media to showcase the fall in Gold Country, Wells Gray Park and the Okanagan Valley.

As part of the fall campaign we launched the microsite Kettle Valley Railway (KVR Trail) to promote rail trails of the Thompson Okanagan Region. This new portal will be the call to action for trail activities. The site features interactive maps highlighting trail conditions with photos and descriptions and links, popular access points and parking, business operators on the trail, where to eat and stay, related blog content, social wall of user-generated photos captured along the trail, links to additional resources and a link to a booking engine.
New Content

We have been out shooting through the region during the summer capturing scenic inspirational video with aerial cinematography to complement. A series of videos are currently in post-production and will be released through the fall of 2017. Please watch for these on the Route 97 Facebook Page and on the road trip pages of

2018 Route 97 Road Trip Map Guide – BOOK NOW!

The 2017 guide is out of stock. We continue to get requests for the guide, so with you as a partner, we can print more copies for 2018. Distribution includes consumer shows through our partnership with the Camping and RVing BC Coalition and CanaDream RV Rentals through Vancouver and Calgary. Distribution area includes North Central Washington and Thompson Okanagan region Visitor Centres, other BC Visitor Centres, Duty Free Shops on both sides of the border and select high traffic attractions such as the Grand Coulee Dam and travel shows TOTA attends. The 2×3′ poster size map has also been distributed to visitor centers and select locations throughout the region.

Book now for the 2018 print guide. Increased print run will be 50,000 copies. Digital options start at $299, print option start at $625. Contact Black Press directly Contact Sommer O’Shaughnessy Phone 250-979-7322 Email Sommer

Post your Event for free on Route

Submit a Blog

Promote your destination through the Route 97 blog. Share your destination story, all blogs will be reviewed prior to publishing and we will add a link to the corresponding Route 97 road trip page that features your community. These blogs will feature your town or community and will see traffic from the Route 97 website, as well as online distribution through social media.

To participate, please submit the following: Less than 500 words ideally focused around a central theme or idea. The goal is to use this as native advertising, no need to sell, sell, sell. Some examples: 5 Things to Do in Merritt, 24 Hours in Kamloops, 3 Parks to Camp at This Summer, etc. Keep the content light, informative, and consumer-friendly. Make sure any outbound links are provided. Photos for consideration. Destination BC brand imagery preferred. User-Generated Content can also be sourced. Please provide photo credits where necessary. The name of the blogger (if applicable) or the organization for credit. Images need to be at least 1200px wide, can be any shape or size as long as resolution is med-high. Email content to: Niki Kennedy, Digital Marketing Specialist Email Niki

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 are developing new sections every season. 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
  • Subit a Blog

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.


Simone Carlysle-Smith
Director Global & Regional Marketing
Thompson Okanagan Tourism

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