https://visittoledo.org/419-ale-trail
The objective of the 419 Ale Trail was to position the Northwest Ohio region as a must visit destination within the craft brewery scene.
The 419 Ale Trail provides a fun, gamified experience with the intent to drive visitation to participating breweries and to ultimately increase visitor spending. The 419 Ale Trail includes a mobile passport where customers can digitally check in at breweries.
The target audience is locals and visitors alike. It is also intended for casual to avid craft beer drinkers and those avid enthusiasts who will travel for brewery experiences.
Marketing materials are distributed to all participating breweries so they can cross-promote the trail. Collateral includes posters, brochures and information cards. All materials have a QR code directing customers to 419AleTrail.com to sign-up for the free mobile pass. Destination Toledo also promotes sign-ups through social media, VisitToledo.org, at events, and through marketing and advertising.
All marketing pieces clearly have a call to action featuring a QR Code leading users to visit our website to sign up. Materials clearly depict the 419 Ale Trail logo and tease about winning prizes along the way.
The second year of the 419 Ale Trail was launched June 18, 2022. One of the obvious signs of success leading into year two was that 9 additional breweries joined the trail, plus one new location of an existing brewery opened, totaling 10 new stops on the trail for year two. Area breweries obviously see the advantage of marketing collectively through Destination Toledo’s efforts.
Analytics from year one: total pass sign-ups: 6,815; total unique check-ins: 20,869
Analytics from just six weeks into year two show: pass sign-ups: 2117; unique check-ins: 4,346
