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TACTIC <br />Newspapers <br />Announce MRT opening, <br />events and route <br />opportunities <br />Newspaper feature <br />stories <br />Magazines <br />Publish regular articles <br />including MRT <br />information <br />Outdoor Literature <br />Increase MRT awareness <br />in popular culture <br />Travel Guides <br />Include the MRT and <br />related information <br />GOALS <br />Raise <br />awareness <br />x <br />x <br />X <br />x <br />x <br />Attract <br />users <br />X <br />x <br />X <br />x <br />x <br />Facilitate <br />trip <br />planning <br />X <br />Enhance <br />trip <br />experience <br />x <br />IMPLEMENTATION / CONSIDERATIONS <br />Provide key announcements in state, regional and local papers. Announce the MRT <br />opening, ribbon cuttings and MRT events. <br />Profile bicyclists in Minnesota. <br />Profile Minnesota bikeways. <br />Feature the Mississippi River Trail, the MRT history, interviews with riders, or <br />interviews with local communities on the effects the MRT has had. <br />Feature a trial diary story from beginning to end in Minnesota or organize a contest <br />for articles from riders. Highlight MRT communities and attractions. <br />Target audience: This will depend on the magazine. Avid bicyclists are more likely to <br />read bicycling oriented magazines. Casual bicyclists and other residents may become <br />interested in the MRT through more general publications. <br />Example publications: Minnesota Trails, Big River Magazine, Minnesota Monthly, <br />Minneapolis St. Paul Magazine, American Bicyclists, Bicycling. <br />Contact recognized authors about the potential adventures and experiences found <br />along the river and MRT. <br />Example publications: Non-fiction books featuring outdoor experiences in Minnesota <br />or travel literature. <br />Provide detailed information and suggestions about bicycling in Minnesota, including <br />attractions, communities, accommodations, and route conditions. <br />Send links and trail information to be included in popular travel guides. <br />Target Audience: Tour operators and all bicyclists. <br />Example publications: Minnesota Explorer, Minnesota Travel Guide, Minnesota Biking <br />Guide. <br />SUMMARY VISION SETTING MARKETING PRODUCT AUDIENCE 'STRATEGY] PARTNERS SUPPORT <br />Minnesota Mississippi River Trail Bikeway Page 6-3 <br />