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 new 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 day one, as part of the committee conceptualizing the challenge—from the name to how it would work. We designed the logo and custom number set (based on historic lock numbers) for the mileage shields, and developed the entire branding system which utilized a series of colorized photos. These elements were integrated into a style guide, one-page information sheet, rack card, banner, videos, stickers, magnets, and website. We also developed a comprehensive marketing plan from the initial role out through its planned execution in future years. Recommendations included social media, participation of local media personality, and partnerships with outdoor retailers like Eastern Mountain Sports who signed on to help promote the Challenge—and even better—give sweet discounts to Challenge finishers!!