In digital communications, advertising is critical in reaching individuals and communities across North Carolina and beyond for the Year of the Trail campaign. Advertising will help push and promote events and calls to action and show the diversity of the people, trails, and landscapes of The Great Trails State.

The Trails for All Partnership Program will work to foster greater access and enhance opportunities for all people, including those who have historically and still face barriers to access, to advocate for, benefit from, and enjoy North Carolina’s trails.

Our strategy is to provide direct investments in the form of a one-time honoraria up to $1,000 to BIPOC led organizations already making significant strides in these areas to uplift their work and accomplishments and ensure their voices are part of The Great Trails State.

With this investment, the Year of the Trail campaign will ask partner organizations to host at least one YOTT event with their organization member base, promote YOTT among their member base, allow YOTT to send media documentarians to document events for promotion on YOTT communications, cross-promote on YOTT platforms, and be featured in our content delivery.

With full sponsorship, NC Year of the Trail will fund at least 10 organizations/chapters distributed across North Carolina and provide video and PR support to uplift their work through campaign communications channels.

Synopsis

These films are where we can break perceptions and connect people with trails in a way they otherwise wouldn’t. These pieces are impactful and can influence change. Based on both the content and style, these pieces will seek a more mature audience demographically.

These videos are anchored in characters, and, as cliche as it seems, the essence of being human is connecting to other humans, and there is no better way to show this than in film. Films humanize and make us care about people and their environment – these films create impact.

An example of this style of video is Freehub Magazine’s “Biketown”

Synopsis

These are witty, cheeky, scripted pieces that are disarming in their nature. These videos are a great watch for people who really are going to learn something but may feel that a basic tutorial is too simple for them. Additionally, these are great entertainment for developed trail users and are fun, educational, and shareable pieces.

An example of this style of video is “How to go Hiking the Easy Way”

Synopsis

These videos engage, educate, and create a call to action. They feature a familiar, approachable voice speaking in plain English on a topic that may not be all that well understood. These topics are vital to not just the Year of the Trail campaign but trail advocacy in general and will serve as evergreen content that can be shared and distributed on a far-reaching basis.

An example of this style of video is “What is Year of the Trail Anyway?”

Synopsis

Reels are shorter, quickly produced pieces that will highlight people across North Carolina. These will evolve and be dynamic throughout the campaign. Oftentimes these will provide context from the trail, events, and other activities surrounding Year of the Trail. You can expect to see short, rapid-fire style interviews answering questions such as, “Why do trails matter to you?” “What are your favorite trails in NC?” “What is the coolest thing you’ve seen on a trail?” and more. These will be compiled into a larger piece in Q4 of 2023.