Stewart’s Shops and the Regional Office of Sustainable Tourism (ROOST) are partnering this summer and fall to educate visitors on backcountry preparedness. As part of the Love Your ADK campaign, there will be messages aired at Stewart’s Shops locations about using the restroom before heading out to the trailhead and making sure adequate supplies are packed.
Backcountry preparedness is the main focus of ROOST’s Love Your ADK campaign. Love Your ADK was launched in April of 2020 in partnership between the Adirondack Mountain Club, Adirondack Council, New York Department of Environmental Conservation, and ROOST. The goal of the program is to create unified and up-to-date information that will help travelers and recreationists learn how to best prepare for their outdoor adventures.
The “Go Before You Go” campaign will run through the summer and fall, from July through October, during the peak season for outdoor enthusiasts traveling to the Adirondacks. Video displays inside Stewart’s Shops locations will air two different videos with “Go Before You Go” messaging and other important hiking preparedness tips. Outdoors at fuel pump stations, similar messaging will also air in an audio ad.
In addition to audio and video messaging, digital and print content was created for this campaign. On the Waste 101 page of the Love Your ADK website, ROOST has added a map that includes Stewart’s Shops, other public restrooms, and visitor centers. Rack cards will also be available at visitor center locations and other high-traffic locations with relevant information and a QR code that directs to the online map.