Two centuries ago, construction of the Erie Canal transformed our nation. Today, it remains an enduring symbol of perseverance and extraordinary accomplishment. The Canalway Challenge is a campaign that aims to solidify New York’s canal corridor as a prime destination for world-class recreational experiences. From the elite athlete seeking a new “badge of honor,” to the family looking to get more active, participants can design their own mileage challenge—cycling, paddling, walking or hiking along the 524-mile NYS Canal System, 365-mile Erie Canalway Trail and 62-mile Champlain Canalway Trail.
Our involvement with this project began as part of the committee conceptualizing the challenge—from the name to how it would work. We developed the entire branding system which included the logo, custom number set (based on historic lock numbers) for the mileage shields, and series of colorized photography. These elements were integrated into a style guide, website, one-page information sheet, rack card, banners, videos, stickers, magnets, and promotional items. We also developed a comprehensive marketing plan from the initial role out through its planned execution in future years. To learn more abourt the impressive results, click here.