News
August 16, 2024Mohawk Towpath Announces Launch of Marketing Campaign to Benefit Capital Region
The Mohawk Towpath Scenic Byway Coalition, in partnership with National Travel Center, announced the launch of a robust year-long marketing campaign to boost the local economies within the Capital Region. Engagement in this intensive digital marketing program is designed to generate significant economic development in the surrounding communities by attracting more regional visitors who will dine, shop, stay, and explore along the Mohawk Towpath National Scenic Byway.
Scenic Byways generate significant economic impact in the areas they traverse, on average $250,000-$450,000 mile, per Byway, per year. That means the Mohawk Towpath National Scenic Byway, which follows the beautiful Mohawk River for 26.2 miles between the Village of Waterford and Schenectady, can contribute between $7 Million and $12 Million to the regional economy every year. Ultimately, the program is poised to become a driving force for an increase in commerce throughout the Capital Region while adding to the variety of service offerings for travelers of any interest.
“We are thrilled to highlight the Mohawk Towpath National Scenic Byway businesses and activities,” said Eric Hamilton, Mohawk Towpath Scenic Byway Coalition’s Executive Director. “The Byway is a vital part of the Capital Region offering history, recreation, and scenery. It only makes sense to build on these assets to visitors wanting unique places to dine, shop and stay as they seek an authentic Byway experience. The marketing program we will be delivering will increase the success of our members by presenting their business or organization front and center to visitors as they make choices on services and things to do along the Byway.”
Drawing on more than 35 years of experience promoting scenic byways and rural tourism, Dr. Maree Forbes Gaughan, Managing Director of Nation Travel Center and author of the newly released book “Tourism: Economic Development for Any Size Community,” is at the helm of a dedicated team of professionals charged with addressing the marketing needs of Byway supporters and tourists alike. The firm’s participation reflects the Mohawk Towpath Scenic Byway Coalition’s ongoing commitment to increase awareness and enjoyment of the wide variety of scenic, recreational, cultural and historic resources along the Mohawk River and Erie Barge Canal corridor.
To achieve the desired level of economic impact, the Mohawk Towpath Scenic Byway Coalition is approaching potential marketing partners, donors, and sponsors to become members in the marketing program through a variety of promotional levels aimed to suit any business or organization. Ranging from $50 – $2000 per year, memberships build up from the initial inclusion of an organizational listing on the MTSB website under the appropriate category featuring business name, street address, phone number, and email address.
Digital marketing includes posting on Facebook, Instagram, Threads, Pinterest, LinkedIn, Google My Business and Reddit, three times a week, and a new blog for each post, making a total of 1248 posts available during the year. The posts will be precisely targeted to attract the target visitor markets identified as those who will be most attracted to the Byway, including Scenic Route Travelers, Outdoor Recreation Travelers, Immersive Travelers and Motorcyclists.
The effort, which will be enhanced with a public relations campaign, provides plenty of runway for features of all kinds, including news, events, promotions, and more. Utilizing digital marketing strategies and proven techniques, such as enhanced images and/or videos designed to maximize visual appeal, page-tags to featured locations, hashtags, and links to relevant websites, social media posts will also be piggybacked on local events for maximum promotion and visibility. As an additional value, members, marketing partners, and sponsors will also receive a weekly email featuring information about making their own businesses more successful.
The partnership is an excellent way for area businesses and organizations to leverage the wider marketing efforts of the Byway to expand their own reach at a limited cost, all while supporting the Byway and gaining helpful industry insights along the way.
