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GLIN==> Press release: Great Lakes Seaway Trail Sets Sail on Branding Project



Title: Press release: Great Lakes Seaway Trail Sets Sail on Branding Project
PRESS RELEASE: March 4, 2008
Contact:  Teresa Mitchell, Seaway Trail, Inc., 315-646-1000
 
Great Lakes Seaway Trail Sets Sail on Branding Project; TippingSprung of NYC Shares the Helm

Sackets Harbor, NY – Setting the spinnaker of the 30-year-old Seaway Trail brand to catch the current tourism tradewinds is the task of a new partnership between Seaway Trail, Inc., Sackets Harbor, NY, and TippingSprung, LLC, New York, NY.
TippingSprung will be utilizing online chat mining technology, focus groups, interviews and other techniques to determine and develop the optimal contact points with consumers to drive interest in traveling the 518-mile byway that parallels the St. Lawrence River, Lake Ontario, Niagara River and Lake Erie in New York and Pennsylvania. The byway is often referred to as the Great Lakes Seaway Trail.

Seaway Trail, Inc. is the non-profit organization promoting travel and related economic development across 11 counties: St. Lawrence, Jefferson, Oswego, Cayuga, Wayne, Monroe, Orleans, Niagara, Erie and Chautauqua counties, NY and Erie County, PA.

TippingSprung, LLC, is the highly creative and nationally-respected branding and marketing company, brought on board by Seaway Trail, Inc. to steer its “Energizing the Great Lakes Seaway Trail Brand” project.

TippingSprung President Martyn Tipping said, “TippingSprung is pleased to be asked to share the helm of the Great Lakes Seaway Trail branding project. We will work as a team with Seaway Trail, Inc. and its members to put the Seaway Trail brand center-stage for long-term return on investment to the byway, the byway businesses and to the byway communities.”

Seaway Trail, Inc. and TippingSprung publicly launched the project in Oswego, NY, on February 29 by engaging Seaway Trail, Inc. board and business members in a Seaway Trail Brand Story Workshop, a brainstorming and visioning process that elicits the most essential and desired brand qualities of the byway. The project will also collect Great Lakes Seaway Trail stories” from consumers and analyze opportunities for engagement.

TippingSprung Vice President of Brand Strategy and Research Allan DeYoung said, “Through research that gathers and analyzes internal perceptions by Seaway Trail members and external insights from traveling consumers, we will chart a brand strategy that will enhance the visitor experience for businesses and communities that embrace their positioning on and with the Seaway Trail as one of America’s unique byways.”

TippingSprung, LLC has worked with such travel-related industry leaders as Ford Motor Company, Harley-Davidson, and Delta Air Lines, and publishes an annual assessment of brand extensions. Senior staff are frequently seen on The NBC Today Show and quoted in such industry publications as The Wall Street Journal and BrandWeek magazine.

Seaway Trail, Inc. Chairman Chuck Krupke said, “Seaway Trail, Inc. is excited about the creativity, energy and professional skill that TippingSprung is bringing to this byway branding project. We see clear sailing ahead to not only strengthen the byway position in the marketplace, but to enhance the travel experience for consumers and the opportunities for prosperity for Seaway Trail, Inc. member businesses, municipalities, services and attractions.”

The Seaway Trail was among the first byways nationwide to receive National Scenic Byway status in 1996 from the Federal Highway Administration. The route, first signed as a driving destination in 1978 in Cayuga, Oswego, Jefferson and St. Lawrence counties in New York State, today stretches across New York and includes 64 miles along Pennsylvania’s Lake Erie shoreline. The National Parks Service designated the Seaway Trail a National Recreation Trail in the 1980s. It is also a New York State Scenic Byway and a New York State Bicycle Route.

Seaway Trail travel themes that have been popular since 1986, the year Seaway Trail, Inc. was established, are maritime heritage, military history – particularly associated with the French and Indian War and the War of 1812, natural resources, and, with 518-miles of sparkling water on two Great Lakes and two major river systems, coastal recreation and cultures of the coast.

For more information, go online to www.seawaytrail.com or call 1-800-SEAWAY-T to request a free JOURNEY Magazine and guide to the Seaway Trail.