THE OPPORTUNITY
Southwest Ontario Tourism Corporation (SWOTC) wanted to explore the feasibility of creating a formalized motorcycle touring route around Lake Erie. The goal was to build off the success of Cruise the Coast and leverage other Great Lakes circle routes.
THE PROCESS
BC Hughes undertook the initial strategic research to assess the feasibility of the initiative, looking at possible routing, key motorcycle assets and partnership opportunities as well as highlighting marketing collateral to be developed as part of the initiative.
THE OUTCOME
A 1,200 km potential route was assessed by BC Hughes and recommendations were provided regarding tourism assets and opportunities, motorcycle amenities, scenic roads, linkages with tourism stakeholders and tourism organizations, as well as geographic feeder markets to target during the next stage of route development.
