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).