Celebrating Diversity in Tourism with the NYS Canal Corporation’s “More Voices” Brochure
In a world where travel and tourism constantly evolve, one thing remains timeless—the power of stories. Stories connect us to history, culture, and each other. That's why we're thrilled to spotlight the NYS Canal Corporation's "More Voices" brochure, a remarkable project that has deservedly earned the 2024 Tourism Excellence Award for Overall Marketing. This innovative brochure does more than just inform; it celebrates the diverse narratives that define New York State's Canalway.
About the “More Voices” Brochure
The primary objective of the “More Voices” Brochure is to highlight the diverse voices and stories integral to the history of the Canalway. This includes emphasizing the contributions of African Americans and the significance of the Underground Railroad. The brochure aims to educate and engage visitors, fostering a deeper appreciation for the Canalway's rich cultural heritage.
Strategies
- Comprehensive Content Development: Extensive research was conducted to gather detailed historical information. This included summaries of the Canalway’s history, the Abolition Movement, the Underground Railroad, and biographies of African American figures.
- Innovative Design and Layout: The brochure was designed to be an 8-panel, two-sided piece that folds to a convenient rack card size, ensuring both depth and portability.
- Collaborative Effort: Working closely with the NYS Canal Corporation team ensured historical accuracy and access to a wealth of resources, enhancing the quality and credibility of the content.
Tactics
- Photo/Imagery: Incorporating relevant and engaging images to enhance the storytelling aspect of the brochure.
- Map Production: Developing a detailed map overlaying Underground Railroad stations, adding a valuable geographical and historical perspective.
- Print and Digital Integration: Including a QR code to bridge the physical brochure with the website, providing a seamless and interactive user experience.
Results
- Print Quantity and Distribution: A total of 10,000 brochures were printed for initial distribution across visitor centers, historical sites, and tourism offices throughout New York State.
- Audience Reach: The brochures are targeted at a diverse audience, including tourists, local residents, students, and history enthusiasts.
- Tourism Impact: The “More Voices” Brochure has significantly enhanced the appeal of the Canal Corridor and Upstate New York. By integrating thorough research into the Erie Canal narrative, the brochure highlights meaningful historic sites along the Canal and Canalway Trail and shares the impactful stories of those who shaped our history.
- Featured Content: Coinciding with the 200th anniversary of Harriet Tubman's birth, the “More Voices” brochure was prominently featured at the 2023 New York State Fair, the New York State Canal Conference, and I Love New York's Media Night, drawing significant attention and interest.
Why "More Voices" Stands Out
The "More Voices" project is a vibrant, engaging brochure that highlights the diverse voices and stories integral to the history of the Canalway and New York State.
Elevating the Untold Stories
This brochure provides a holistic narrative of the Canalway, intertwining the stories of the Abolition Movement, the Underground Railroad, and African American contributions. By including biographies of historic African American figures, the brochure ensures that the contributions of these individuals are recognized and celebrated.
Innovative Design and User Experience
One of the standout features of the "More Voices" brochure is its innovative design. The 8-panel, two-sided format makes it both detailed and portable, folding neatly into a rack card size. The inclusion of a QR code is a modern touch, guiding visitors to the website for further exploration. This combination of print and digital media maximizes accessibility and engagement.
Educational Value
The "More Voices" brochure serves as an invaluable educational tool. It provides visitors with in-depth knowledge of the Canalway’s history and the integral role played by African Americans. This educational aspect attracts a broader audience, including those specifically interested in African American history and the Abolition Movement, thereby enhancing the tourism appeal of the Canalway.
Community Engagement
The project fosters community pride and engagement by acknowledging and celebrating local historical contributions. By highlighting diverse historical narratives, the brochure encourages communities to take pride in their heritage and engage with visitors in meaningful ways.
Funding and Future Plans
Funded by the NYS Canal Corporation and managed by Elizabeth McAndrew, the project received guidance from the Underground Railroad Consortium of New York State (URCNYS). This brochure is Canal Corporation's first step towards recognizing lesser-known contributions to the canal and highlighting untold stories of New York State's history. As the third century of the Erie Canal approaches, Canal Corp. plans to continue this research and outreach to better understand the history and culture of our state.
The Impact of "More Voices"
The “More Voices” Brochure exemplifies tourism excellence through its innovative approach to historical storytelling, its collaborative development process, and its significant educational and community impact.
The “More Voices” Brochure is more than just a piece of printed material; it's a powerful tool that educates, engages, and inspires. It highlights the rich, diverse history of the New York State Canalway in a way that is accessible and engaging to a broad audience. For tourism professionals, this project serves as a shining example of how to celebrate and promote cultural heritage effectively.
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