Posted: Sep 25, 2008  06:11

The 289-mile scenic International Selkirk Loop that circles through British Columbia, Idaho and Washington - along with offering an additional 465 miles of side trips - has become something of a media darling.

In the past 12 months seven publications - including USA Today - featured stories and in some cases, lengthy articles about the Bonners Ferry-based Loop that was designated a national byway in 2005. It is one of only 27 multi-state scenic highways in the U.S, as well as one of 17 byways with an All-American Road designation, and the only international byway.

More than 10 articles and stories about the Loop reached an estimated 5 to 7 million readers in publications like AAA tour books, Rand McNally's 2009 Road Atlas, Good Sam Club's Highways Magazine, Express Jet's Inflight Magazine "ExpressLane," and others, said Carol Graham, the Loop's Executive Director.

It was one of the key highlight topics at the International Selkirk Loop's ninth annual general meeting at the Prestige Lakeside Resort in Nelson, B.C. Sept. 20.

"This type of exposure would have cost hundreds of thousands of dollars in equivalent advertising and is definitely more effective," said Graham.

A six-page, color article on the Loop titled "The International Selkirk Loop - North America's Only Binational Scenic Byway" was released in the October, 2007 issue of MotorHome Magazine, which has a circulation of 148,483.

"If these pages were purchased as advertising in black-and-white, the value of the article would have cost $57,960," said Graham "As a result, inquiries about the Loop came in from around the U.S."

Express Jet's Inflight Magazine "ExpressLane" carried the feature cover story in the May 2008 issue on two byways near Spokane, one of which was International Selkirk Loop. In their April 2008 issue, the magazine ran a "tease" story that said "where in the world is this?" with a photo of Sullivan Lake near Ione, Wash.

A six-page article on the Loop that was the cover-feature story in the June 2008 issue of Good Sam Club's Highways Magazine generated inquiries for more information, said Graham.

"Last July ,with the help of the State of Idaho, we hosted writer Leonard Bruce," added Graham. "He did a great job of mentioning his hosts on his four-day trip. He ended his story stating that the trip was 'worth returning, it was so fabulous.'"

Graham said the magazine went to more than 1 million households in the U.S. and Canada who are 'Good Sam' members.

"One page in Highways cost $24,600 and reaches 955,167 subscribers," she added.

A full-page story on the Loop's new interpretive signs installed at the Bonners Ferry Visitor Center was featured in the April 2008 issue of Boundary County Digest, which was mailed to all city and county residents.

A paragraph about the Loop in a story on the Idaho Panhandle entitled "On the Road Again" was in the March/April 2008 issue of Community Magazine, which is distributed in southern Idaho and northern Utah to a readership of 181,500.

Rand McNally's 2009 Road Atlas selected the Selkirk Loop as one of their five annual picks for "must see and do drives." The atlas is available now on newsstands at Wal-Marts, gas stations and bookstores in the U.S and Canada.

Additionally, USA Today recently posted the Loop in their Travel- Destinations section a short story on Rand McNally's new drive picks for their atlas.