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MINNESOTA MRT MARKETING TOOLBOX <br />The Mississippi River Trail Bikeway Vision <br />MRT Brand: The MRT is a <br />bikeway, primarily on the <br />shoulders of low volume, paved <br />roads, along the length of the <br />Mississippi River through ten <br />states from the headwaters at <br />Lake Itasca to the Gulf of Mexico <br />Use the MRT brand and key MRT <br />messages to guide all marketing <br />efforts <br />The MRT adds value to the <br />existing infrastructure system and <br />connects a variety of community <br />assets and businesses <br />SUMMARY IVISIONI SETTING <br />(dogg <br />MRT VISION <br />The Mississippi River Trail Bikeway in Minnesota is an international <br />quality bicycling experience that safely connects riders to natural <br />and cultural resources throughout one of the most bicycle -friendly <br />states in America. <br />MRT BRAND <br />The MRT is a bikeway, primarily on the shoulders of low volume, <br />paved roads, that provides the safest and best bicycling experience <br />along the length of the Mississippi River through ten states from <br />the headwaters at Lake Itasca to the Gulf of Mexico <br />KEY MRT MESSAGES <br />A great adventure! Visitors and residents can explore <br />America's cultural and natural heritage and see what tourists in <br />an automobile will never see. <br />Enrichment and social cohesiveness. The trail celebrates <br />important Mississippi River people, places, and stories that <br />have made Minnesota's communities great. <br />Better health. The MRT encourages healthy and life - <br />extending outdoor activity. <br />Diverse terrain engages diverse riders. The MRT is <br />primarily an on -road bikeway, with some off road trail <br />segments. <br />The right distance for all riders. The MRT is a unique long <br />distance route with opportunities for short rides. <br />REASONS TO SUPPORT THE MRT <br />Creating bicycle infrastructure provides significant environmental, <br />health, economic, and transportation benefits. <br />Adds value to existing infrastructure. The bikeway provides new <br />uses for an already maintained transportation network. The road, <br />shoulders, and trails occupied by the MRT are now part of an <br />internationally acclaimed bikeway. <br />MARKETING PRODUCT AUDIENCE STRATEGY PARTNERS SUPPORT <br />Minnesota Mississippi River Trail Bikeway Page 1- 1 <br />