Getting kicks together on Route 66

A One-Of-A-Kind Road Trip

by Cameron Taylor

Want to drive along the greatest stretch of Route 66? Start in Illinois!
But when the Mother Road runs through three CVBs, what's the best way to take Route 66 to the world?

Route 66 Illinois

Route 66. The Mother Road. A larger stretch of this iconic American highway exists in Illinois than in any other state. So, it makes sense for travelers seeking the most authentic Mother Road experience to get their kicks on Illinois’ Route 66!

One Destination, Three CVBs

Three Convention and Tourism Bureaus — Heritage Corridor, Springfield and Great Rivers and Routes — decided they could accomplish more by working together to promote Route 66 to a global market.

They united with TimeZoneOne to create Route 66 Illinois, a new travel entity that showcases all the destinations and attractions visitors can discover throughout the state’s stretch of the legendary roadway.

Stronger, Together

The TZO travel trade team created and executed a strategic plan to take Route 66 to the rest of America and the world. Efforts included:

  • Developing ads for a variety of industry publications;
  • Producing marketing materials like profile sheets, pamphlets, training decks and maps;
  • Creating promotional assets for high-profile events including banners, street decals, giveaway items and more;
  • Representing Route 66 Illinois in person at the Illinois State Fair and the Mother Road Festival;
  • Showcasing Illinois to a global audience on international sales missions in London, Dublin, New York City and Orlando;
  • Managing Route 66 Illinois’ presence at IPW 2022 in Orlando, including registration, booth design, appointment coordination and more

By uniting the efforts and budgets of these three bureaus, TimeZoneOne ensured equal representation, a greater marketing impact, plus presented a more seamless travel experience to consumers.

Are you marketing a destination? Are you working with other organizations towards a common goal?

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