Natchez Trace Parkway, a scenic roadway that spans three states in the southern US, has been named the winner of the 2023 Byway Organization Award for Communication by the National Scenic Byway Foundation. The foundation gives out eight national awards annually.
The Natchez Trace Compact (NTC), which represents the Parkway across three states, was responsible for implementing the 2021-2022 Marketing Plan with an aggressive advertising, marketing, and public relations program. One of the goals was to communicate the message – “Explore the Trace, Discover America” to attract visitors to the byway and adjacent communities.
The NTC is composed of three state tourism offices and 18 community Destination Marketing Organizations (DMOs) that work together to encourage travelers to experience the “Unique Journey from Natchez to Nashville.” After the pandemic hit, the NTC realized that they needed to approach post-pandemic travelers differently than before. As part of their strategy, they reinforced the message that the Parkway and local communities were open and safe for exploration.
The website’s enhanced interactive map and itinerary builder have gained traffic, so the NTC highlighted it more over the past year on social media and in digital advertising to assist travelers in their planning. Community information was updated to double-check hours and what venues were open. Social media posts featured these venues as travel inspiration, and scenic photography was greatly enhanced due to their partnership with digital influencers and the local DMOs.
The Natchez Trace Parkway was designated an All-American Road in 1996, part of the America’s Byways collection. Visitors can find out more about the parkway by visiting www.scenictrace.com or www.travelbyways.com.
The National Scenic Byway Foundation is a 501(c)3 nonprofit organization dedicated to strengthening Byways through education, training, and shared expertise. It is the vision of the National Scenic Byway Foundation that our nation’s designated Byways will be recognized and valued worldwide for their distinctive experiences, stories, and treasured places. For more information, visit www.travelbyways.com or www.nsbfoundation.com or email info@nsbfoundation.com.
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