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. Here’s how….

  • Hyperlink to Route 97 from the footer of your website. Download the Route97 logo file and link to
  • Use #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
  • Submit a BLOG

Facebook Handle: Route 97

Twitter Handle: @DiscoverRoute 97

Instagram Handle: discoverroute97

See below for Program Information and Advertising Opportunities


Route 97 targets the touring and exploring markets in BC, AB and WA. 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.

  • Wonder of Winter 2017

    The December 15, 2017 launch of the Wonder of Winter section of features key winter activities, events, culinary, mountains and resorts and winter itineraries. Contesting will supported the Paid Ad Words, paid social, video releases to reach new audiences.

    Register Your Winter Experience with

    Is your winter activity listed? FREE TO ALL BUSINESSES WITH A WINTER PRODUCT.


  • Route 97 Road Trip Map Guide – 2018 Edition

    Advertising Opportunities Digital Only or Print/Digital Combo – BOOK YOUR SPACE TODAY

    Have your own web page on the Route 97 website or choose the print guide and digital combination. Advertising available for communities, destination regions and businesses. Starting at $299. Digital ads can be purchased anytime and print ads cut off in March each year for our annual May publication.

  • Consumer Show Partnerships with Camping & RVing BC Coalition

    Our partnership with the Camping and RVing BC Coalition leverages our resources to extend reach to consumers through distribution of the Route 97 Road Trip Map Guide at the following shows:

    2018 Show Schedule
    Vancouver Motorcycle Show Jan 19-21
    Calgary RV Show Jan 25-28
    Spokane RV Show / Inland NW RV Show Jan 18-21
    Seattle RV Show Feb 8-11
    Edmonton RV Show Feb 8-11
    Earlybird RV Show Feb 15-18
    Meridian RV – Port Coqitlam TBA
    Fraserway Abbotsford – Open House TBA
    Pet Lover Show Feb 24-25
    BC Boat and Sportsman Show March 2-4
    Island RV Show April 13-15
    Interior RV Show April 27-19 TBC
    RV Owners Lifestyle Seminar TBA

    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.

  • Consumer Shows attended by TOTA

    New this fall was attendance at the Vancouver International Travel Expo Sept 29& 30th . Previous shows included Seattle RV Show Feb 9-12, 2017 and the Snowbird RV Show Sept 22-25, 2016 Abbotsford, Tradex. 

  • 2017 Route 97 Road Trip Map Guide – No longer in stock

    The second edition of the Route 97 Road Trip Map Guide has been distributed throughout the Route 97 region! The expanded 64 page guide plus 8 page insert map covers more information on the road trips and loops to move people in and around the entire region. An increased print run of 40,000 copies allowed additional distribution at 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 TOTA attends. The 2×3′ poster size map has also been distributed to visitor centers and select locations throughout the region.

  • 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.

  • Destination Guest Blogger Program

    Promote your destination through the Route 97 blog. Share your destination story, 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. These blogs will feature your town or community and will see traffic from the Route 97 website, as well as online distribution through social media.

    To participate, please 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. Destination BC brand imagery preferred. 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. Email content to: Niki Kennedy, Digital Marketing Specialist

  • 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.

  •  Road Trip VideosA series of Road Trip videos filmed over 2017 are currently in production.The latest video release, “North Thompson Valley | Discover The Wilderness“, has generated over 220,000 views on Facebook.

    The  Dinner in the Vineyard”, has generated over 232,000 views on Facebook

  • 2017 Fall Campaign Complete

    Methods of advertising include: Paid Search Google Ad Words, Email marketing in partnership with the Okanagan Wine Festivals Society, Social Media Facebook and Instagram targeted by postal codes in two target groups, one from Telus Insights of actual users of the KVR Trail and Environics Analytics targeting hiking, biking and culinary enthusiasts.

    New this fall was attendance at the Vancouver International Travel Expo Sept 29& 30th.  We also ran Global TV Chopper Reports for a two week period. All channels promoted the fall contest to win a trip to the Okanagan for the wine festival. In addition, we launched a content creation and digital influencer program in partnership with Seekers Media to bring influencers to the region to experience firsthand fall activities that will be shared though video and social media to showcase the fall in Gold Country, Wells Gray Park and the Okanagan.

    As part of the fall campaign we launched the microsite Kettle Valley Railway (KVR Trail) to promote rail trails of the Thompson Okanagan Region. This new portal is the call to action for trail activities. The site features interactive maps highlighting trail conditions with photos and descriptions and links, popular access points and parking, business operators on the trail, where to eat and stay, related blog content, social wall of user-generated photos captured along the trail, links to additional resources and a link to a booking engine.

  • Seattle Spring / Summer Campaign Concluded June 30, 2017

    Spring / Summer Washington Campaign. In partnership with Destination Canada the Seattle Campaign was launched Spring 2017 to create awareness and drive interest to Route 97 through a dedicated Seattle campaign. Utilizing Environics Analytics PRIZM 5 data mapped to the Destination Canada Explorer Quotient traveller types, the campaign targets Authentic Experiencers and Cultural Explorers in key sections of Seattle. A dedicated landing page and supporting campaign pages are embedded in the Route 97 website for this market. The campaign includes contesting, Pay-Per-Click advertising, social media advertising and content creation. Spring content was highlighted by a series of “Route 97 Trails” including Rail Trails, Indigenous Experiences, Golf Trail, Local Flavours featuring the Ale Trail, Culinary Trail, Farmers Market Trail, Fruit Stand Trail and the Wine Trail. Festivals and Events are always highlighted. Social media and Google Pay-Per-Click campaigns are the focus of our digital promotions.

  • Summer 2017 Campaign

    The Summer PPC campaign and social media activities have concluded. The  US visitor landing page  and supporting pages are active for US IP addresses.The home page features links directly to each road trip and the maps section now includes Google maps of key attractions by Road Trip. New web pages included the addition of Ranches and Rodeos under Things to Do.

  • 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 contests. The Route 97 website call to action for travel information links to all official destination websites and visitor centers from the Contact Us section as well as select pages throughout the site.

  • 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.

  • 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 select electric car charging stations.

  • 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 and media relations.  We encourage every business and destination to be Google verified so maps and Google searches show accurate details about your business.