Idaho OHV
Stay on Trails Public Outreach Campaign
OHV use has become an increasingly popular statewide recreational pastime in Idaho. As a result, there is a need to continue public outreach and increase awareness among ATV, motorbike, and other off-highway vehicle users to stay on the trails, act responsibly, make proper use of their equipment, and promote rider and passenger safety.
PR initiatives included increasing awareness about the importance of staying on trails and safe and responsible riding practices. Drake Cooper’s strategy involved developing partnerships with retailers throughout the state, creating dialogue with statewide media and working closely with Idaho Parks and Recreation, BLM, U.S. Forest Service, and the Idaho Department of Fish and Game.
As part of the strategy, the timing of a major PR push coincided with the start of the radio flight and outdoor advertisements. As a follow-up to a news release, Drake Cooper sent a pitch to television and statewide newspapers highlighting the ‘Stay on Trails’ messaging as well as rider safety and responsibility tips and guidelines.
PR efforts yielded earned media statewide. Additional campaign traction was made through the development of solid and effective partnerships.