Please Note: Because the National Scenic Byways Program is no longer funded, FHWA is no longer soliciting grant applications. Without funding for the Program, FHWA will not be moving forward with another round of designations of America's Byways® at this time.
Development and implementation of a scenic byway marketing program.
[23 U.S.C. 162 (c)]
Category 8 funds a wide variety of marketing initiatives including: the preparation of marketing plans and strategies; brochure and other collateral design, printing, and distribution; web site development; materials for trade shows, signage; maps, and guides; advertising campaigns; public relations; and training related to marketing. This category emphasizes the importance of multi-state and multi-byway marketing efforts.
Since 2001, this category saw 135 grant awards. Total project costs exceeded $21 million, supported by $14.6 million in byway funding; the match leverage was $0.44.
|Total Project Costs||Total Grant Funding||Dollars Leveraged
Per Program Dollar
Figure 20 : Profile of Marketing Grant Impacts
The Creole Nature Trail, AAR, in Louisiana used a NSBP grant of $397,640, with a match from the Southwest Louisiana Convention and Visitors Bureau, to develop a marketing initiative for the byway. The 1999 grant facilitated a marketing initiative designed to build brand awareness for the byway corridor through a variety of initiatives and projects. The Creole Nature Trail developed and refined the concept of " Louisiana's Outback" as a byway identifier and logo, building a sense of adventure based on eco-tourism. Supporting materials to market the byway included brochures, an audio driving tour, the Creole Nature Trail Companion, and a children's Fun Box (designed to be both fun and educational).