The Yellowstone Business Partnership is pleased to be the Project Administrator and Fiscal Agent for the Top 10 Scenic Drives -  a public-nonprofit collaborative international marketing effort between state, federal, tribal, and local partners in five U.S. states and two Canadian provinces.

Project Background

Under a National Scenic Byways grant in late 2007 from the Federal Highways Administration, five western U.S. states – Montana, Idaho, Wyoming, Oregon and Washington - and two Canadian provinces – Alberta and B.C. – joined efforts in this international byway marketing effort which links four All-American Roads, 32 State/National Scenic Byways, four connecting National Historic Trails, and 19 adjacent National Parks, Forests, Monuments & Recreation Areas.

Marketing

A cornerstone of the project’s marketing strategy is a strong online presence. The website, www.drivethetop10.com is a convenient new way for travelers to research and plan Rocky Mountain adventures and its marketing combines search engine optimization, pay-per-click marketing and social media engagement through Facebook at http://www.facebook.com/top10scenic.drives

Inquires directly related to the Top 10 Scenic Drives can be sent to Anna Holden, the Project Coordinator at: anna@drivethetop10.com

2010-2011 Goals -Pending Funding

1. Sustainable Tourism Training to equip tourism suppliers to promote livable communities and market their commitment to enhancing tourism sustainability and byway mobility.
2. I.Q.(Intrinsic Quality) Awareness Training to increase awareness and marketing of byway intrinsic qualities, and enhance byway traveler experiences

3. Website Enhancements to improve interactive features for traveler engagement and trip planning tools.

4. Electronic Marketing & Advertising to drive traffic to the Top 10 Scenic Drives website and partner websites.

5. Publicity & Media Outreach to increase visibility and brand recognition of the Top 10 Scenic Drives in the Northern Rockies, and generate media stories and press visits.

6.   Print Advertising to increase Top 10 image and brand, and drive traffic to the Top 10 website. 

7.   Traveler Map Co-op to improve access to local byway and Top 10 Scenic Drives information at visitor centers and supplier businesses throughout the Top 10 region.

8. International Marketing to provide Top 10 information, itineraries, mobility information, and supplier lists to tour operators and receptive agents.

9. Economic Impact Research to quantify the benefits of byway designation and the Top 10 initiative to byway communities and businesses, and to provide market intelligence for marketing efforts.

10. Communications, Evaluation, and Reporting to engage all partners in ongoing project performance, capacity-building, and opportunities to leverage their own marketing efforts.