Route 97 Touring Program

Route 97

Discover Route 97 — Be Curious…

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

We encourage all stakeholders to engage in the Route 97 Touring Program by:

  • Hyperlinking to Route 97 from the footer of your website. Download the Route97 logo file and link to
  • Use hashtag #Route97 on your social media posts
  • Share your favourite pages from the website or social media channels through your social platforms
  • Post key events from your community, business or organization for FREE at
  • Provide feedback on the website — we will be developing new sections over the next year. For more information contact
  • Distribute the Route 97 Map Guides (available at all visitor centres)
  • Share your imagery for use on the website, social media, blog, etc. by contacting
  • Register your winter experience and get a free link on

See below for Program Components and Advertising Opportunities

Facebook Handle: Route 97

Twitter Handle: @DiscoverRoute 97

Instagram Handle: discoverroute97


While the promotional component focuses on creating awareness of the website as the key resource for trip planning and information while touring through the region, other elements support the Route 97 initiative.

  • Second Edition of the Route 97 Road Trip Map Guide – Coming Spring 2017

    The print guide will be expanded to promote the road trips and touring routes of the area, supplemented with a pull out map and call to action to Minimum 30,000 copies will be distributed throughout the region. Target 40,000 copies subject to sales.

    Distribution includes North Central Washington and Thompson Okanagan region Visitor Centres, BC Provincial Visitor Centres and select locations such as the Duty Free Shops on both sides of the border, CanaDream RV Rentals and consumer shows in partnership with the BC Camping and RVing Coalition. The 2×3’ poster version of the map will also be available for distribution to visitor centers and select locations throughout the region.

  • Advertising Opportunities Digital Only or Print/Digital Combo

    Have your own web page on the Route 97 website or choose the print guide and digital combination. Programs available for communities, destination regions and businesses. Starting at $299.

  • Environics Analytics Research

    Research exclusive to TOTA under sub-license from Destination BC with Environics Analytics provides detailed market profiles by a variety of sectors to support the marketing of Route 97. Profiles by EQ type provide rich insights into the travel values, media habits and physical locations of key targets right down to the postal code level.

  • Content Development of Route content will be expanded over the coming year to create a strong seasonal story of the region and showcase touring routes with sample itineraries, sector themes and signature events to create awareness and interest in the Interior Cascades section of Route 97 to be recognized as a touring route.

  • Register Your Winter Experience with

    In addition to the Wonder of Winter Development Program, winter experiences will be featured on the Wonder of Winter section on This web site content highlights key experiences that link direct to operators and is available to any stakeholder in the region to register for the program.


  • Implementation of the Digital Strategy

    To drive traffic to, a content strategy, social media and targeted digital Pay-Per-Click campaign with website optimization and tracking capabilities, will capture leads, increase conversation and generate direct referrals to program participants. Seasonal campaigns will include relevant messaging to promote experiences including compelling video and a contests.

  • Thompson Okanagan Connector — Billboards and Merchandise

    When visitors pull into the Thompson Okanagan Visitor Centre they will see the 5×10’ Route 97 board with the map and call to action to The Route 97 cooler bag, electronic charger and thermal cup with the Route 97 brand and call to action to now available for purchase.

  • Consumer Show Partnerships with Camping & RVing BC Coalition

    Snowbird RV Show Attendance Sept 22-25, 2016 Abbotsford, Tradex. Show Attendance 14,000; Estimated number of people through booth 3,000. Distribution of both Route 97 guides and digital address cards. Seattle RV Show Feb 9-12, 2017 will be final distribution of the Route 97 2016 print guide and digital address cards.

    Coalition partners include BC Lodging and Campground Association; BC Parks; BC Society of Parks Facilities Officers; Parks Canada, Recreation Sites and Trails BC, RV Rental Association of Canada, RV Dealers Association of BC, Fresh Water Fishery Society of BC.

  • Google Views for Business

    Enhance your website listing on Route 97 and your own website with the Google Views for Business 180 degree panoramic images.

  • Sun Country Highway

    Route 97 decals with the call-to-action will be placed on Sun Country Highway Electric car charging stations in spring of 2017.

  • Let’s Go Transportation

    Transportation Services Route 97 — airport services available along the route.

  • Additional elements of the Route 97 Program

    We are working on other elements that will include the Route 97 shield on Highway signage, experience development, media relations and future plans included an online directory populated by verified Google listings. We encourage every business and destination to be Google verified.