Key Challenge
The long and winding road.  Sometimes the vast size and wide diversity of attractions in a destination make it hard to hone in on a singular brand.  In the case of Pennsylvania’s Route 6, the challenge was not so much mass as it was linear miles – 400+ to be exact. This winding roadway traverses Pennsylvania’s entire northern tier offering outdoor recreation, cultural attractions and a wealth of American history. But countless attractions, lodging partners and points of interest made pinpointing a marketing message tough.  And because the destination is a roadway, it isn’t exactly just one point on a map . . . which proved confusing for visitors and hospitality partners alike.   

Critical Insight
North Star research found that Route 6 allows visitors to reconnect with the freedom and romance of the open road . . .  freedom to set their own pace, plot their own course and find their own fun.  This idea of freedom meshes perfectly with the actual experience that Route 6 delivers: a uniquely American slice of life. From ice cream and apple pie at a roadside stand, to American flags waving from front porches, the experience can be both liberating, and one of understanding what liberty means in America.

Brand Strategy
North Star recommended positioning Route 6 as a scenic byway for those interested in reconnecting with America’s love affair of the road trip where the journey becomes the destination. The ultimate benefit for visitors then, is that they are free to travel their own personal course.

Why reinvent the wheel (so to speak) when your destination name holds so much potential as a call to action!  The name “Route 6” becomes a way to organize the innumerable assets along the road.  Creative recommendations invite visitors to “Do 6!” and discover the freedom of their own personal road trip. Mile markers are used as a recurring theme throughout the recommendations, reinforcing just how numerous Route 6’s assets are.  Couple that idea with a creative look that speaks to the Route’s heritage (including use of the iconic road marker as a logo), and you’ve got a brand that can’t help but gain traction.

Initial Concept

One of the ways North Star brings your community brand to life is with a Brand Identity package, which is the creative representation of your community brand. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  (Note:  The “initial concept” is North Star’s recommendation.  As our client’s brand implementation progresses we will provide their “evolution of the idea”!)

 

• Educate residents on tourism - Implement a public participation strategy campaign called "Tourism Benefits Route 6 Communities." Organize the most meaningful facts, such as the return on investment, number of visitors, jobs created, taxes collected, revenues generate and economic multipliers to present the impact of tourism on the local community.
  
  
• Play the numbers game - The Route 6 name is a great asset. It is simple, memorable, and lends itself to many applications. Don’t be afraid to play the numbers game! Make sure that any lists, itineraries, packages, etc. are all organized by lists of 6 to reinforce the brand. Itineraries can be categorized such as “Top 6 Historical Places to Visit along Route 6” or “Top 6 Photo Ops on Route 6,” or even the “6-day Route 6” itinerary. Create as many categories and/or itineraries as you can think of in order to incorporate all of your partner entities.
  
  
• Dial up the fun - Now that you have your “Do 6” itineraries, take it to the marketplace using new technology. Solicit an iPhone App developer to create a simple application that would allow users to instantly access your many itineraries from their iPhone. Users could have instant access to itineraries as you update them, and would be able to click through the listed sites to get more information or be taken directly to a partner website.