Campaign: Rebrand the Appalachian Trail to build large landscape protections.
The Green Tunnel, a photo by Travis Bordley, is used to help broaden public understanding of the Appalachian Trail’s natural resources.
Appalachian National Scenic Trail … broaden engagement with a new spin
Remarkable for its length of nearly 2,200 miles, the Appalachian Trail traverses the crest of one of the most significant land features in the eastern United States, a system of mountains known as the Appalachians, stretching through 14 states, from Maine to Georgia.
Primarily known for its scenic designation and recreational pursuits, the Appalachian TraIL connects six national parks, seven national forests, nearly a dozen national heritage areas, 25 wilderness areas, several recreation areas and wildlife refuges, dozens of state parks and landmarks, historic farmlands, vital watersheds, and economically vibrant trail-town communities.
How to assure the Appalachian Trail’s opens space is spared from fast-growing development in eastern United States? Capture the qualities of the Trail in fresh, easily understood ways.
A commissioned poster, illustrated by Tyler Nordgren, becomes a central component of the Wild East campaign.
The Campaign to Save the A.T. and America’s “Wild East”
Components: Appealing name and stylized look, fresh content to appeal to diverse interests, and multi-channel communication strategies.
Determine an appealing name to denote destination and to serve as an umbrella for varied topics and content.
Engage a well-known artist to stylize the concept. Print posters and distribute to Congressional members, key decisionmakers, trail clubs and communities.
Broaden public interest and awareness. Focus on uncommon topics – bird migration along the Trail, historical points of interest, contiguous healthy forests. Develop topics into a strong editorial calendar, revamped magazine design, and a new website.