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National Geographic is now a partner for the 2020 Route 97 Road Trip and Map Guide!!!

What exactly does that mean? It means the guide will be published by them and will become the National Geographic Traveler - Discover Route 97 Magazine.

What's in it for us?

  • 50,000 of the magazines and maps will be published and distributed throughout the United Kingdom

  • 50,000 of the magazines and maps will be published for our combined distribution along Route 97 throughout the NCWEDD and Canadian Regions.

  • We will have a link on the Route 97 website that will feature the digital copy

  • They will send journalists and photographers to our regions in September – completely written and designed by National Geographic Traveler.

  • We will get a 2 page editorial spread in the Spring National Geographic


  • We will strictly have regional advertorials, inside back, and inside front covers to sell for advertising.

    • NCWEDD will get a 2 page spread

  • There will no longer be stakeholder advertising available only regions and communities can advertise (it’s pricey that’s why)

    • Stakeholders will be able to advertise online for $309.00 for the year – where we will continue to direct two campaigns in year one and in year 2 and 3 a co-op digital campaign with National Geographic Traveler.

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 Columbia Cascades section of the Highway 97 corridor and all its tributaries, for the benefit of all its varied communities.

The Interior Cascades section of Route 97 is the ribbon of highway that binds each community area around it with the next, stretching from the Cascade foothills of the Wenatchee National Forest through Washington’s Chelan, Douglas and Okanogan Counties and crossing the Canadian border into British Columbia’s Thompson-Okanagan Region then, onward to Alaska.

Program Objectives
1.      Increase tourism revenues in the Interior Cascades area of Route 97
2.      Create awareness of the Interior Cascades section of “Route 97” as a desirable North American touring route, (which spans from Weed, California and North to Alaska) targeting international and North American markets specifically Washington State, British Columbia and Alberta
3.      Develop the brand story, corresponding marketing materials, digital footprint and promotional mix to drive referrals and ultimately sales to our operators
4.      Align partners throughout Route 97


The 2018 edition of the Route 97 Road Trip Map Guide was 72 pages + plus 8-page insert map covering key information on the road trips to move people in and around the entire region. An increased print run of 50,000 copies allowed additional fulfillment of guide requests and expanded distribution into the Seattle and Spokane markets. The 2×3′ poster size map is distributed to visitor centers and select locations throughout the region.
Distribution of the guide 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 and Duty Free Shops on both sides of the border and select high traffic attractions such as the Grand Coulee Dam and travel shows.

Route 97 is promoted at Consumer Shows through partnerships. TOTA attended the following consumer shows Quartzite RV Show, Arizona Feb 19-29, 2018 in partnership with Destination BC; Seattle RV Show Feb 9-12, 2018 in partnership with the Camping and RVing BC Coalition and on our own at the Vancouver International Travel Expo Sept 29 & 30, 2017.

Route 97 Blog
Share your destination story through a Route 97 blog. 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. Blogs are promoted through our digital marketing.
To participate, 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 ideally reflect the Destination BC brand. 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.
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