Background
LCRA Parks needed a printed guide to connect with outdoor enthusiasts who desire a healthy, active lifestyle – even when traveling. H|DM proposed an adventure guide.
LCRA PARKS ADVENTURE GUIDE
- Client LCRA Parks
- Project Date Fall 2017
- Type of Project Publishing
Assignment
The Lower Colorado River Authority (LCRA) contracted H|DM to develop a park adventure guide book for LCRA Parks, a group of 40+ parks that line the last 600-miles of the lower Colorado River from Austin to Matagorda Bay.
Implementation
- H|DM team spent six days tourism 40+ LCRA Parks to develop shot lists and create an editorial outline to assign content projects to travel journalists
- H|DM executed a five-day photo shoot in six parks in May 2017 to accumulate photos for the LCRA Adventure Guide that would support the approved editorial calendar
- H|DM hired outdoor travel writers and editors from Boston Globe and Austin American-Statesman to write editorial content for the guide
Objectives
- Conduct research to identify target audiences and strategic narratives for LCRA Parks by February 15, 2017
- Conduct a destination audit to create content such as articles, photos, and first-hand adventures
- Plan and execute a five-day photo shoot across five to seven parks in March 2017 with H|DM’s photographer and make-up artist and provide 50 new photos for the brand library
- Hire travel journalists to create content for the adventure guide that reflects the new brand narrative, supports the PR campaign, and highlights the best of LCRA Parks
- Design and print a new lifestyle travel guide for the Lower Colorado River Parks for a Fall 2017 launch
Final Guide
The 48-page guide shared packing tips, campfire cooking recipes, insider secrets for each park and more. Released in Fall 2017, the guide is still being distributed at Texas tourism information centers, LCRA Parks, and outdoor recreation partners such as REI, Bass Pro Shops, Cabellas, and RV dealerships.
