America’s Quietest Routes
An interactive map and campaign revealing the least‑trafficked roads in each U.S. state using traffic count data.
Services Provided:
- Oversaw campaign concept and content production using Highway Performance Monitoring System AADT data
- Crafted compelling story angles featuring lesser-known state roads and scenic legends to capture attention
- Developed and executed a targeted PR outreach strategy to travel, lifestyle, and local press outlets
- Positioned the interactive visualization as a unique media asset for high-impact coverage
Impact:
- Achieved coverage in top-tier national publications including USA Today, Travel + Leisure, Lonely Planet, Coastal Living, and TreeHugger
- Secured placements in local outlets like AZ Central, Riverfront Times, and automotive-specific trade media such as The News Wheel
- Delivered over 75,000 page views within two months of launch
- Built lasting SEO value—resulting in more than 3,000 backlinks and 169 referring domains
Geotab commissioned my team at Distilled to produce, create and promote a series of campaigns that would receive meaningful pickup by both publications that are read by their target customers AND the general public. One of my favorites was America’s Quietest Routes, in which we used traffic count data from the Highway Performance Monitoring System to reveal the least traveled (by the amount of Annual Average Daily Traffic) routes in each state.
Along with contributing to the idea and the final content piece, I strategized the media plan and executed the outreach itself to relevant publications. Highlights include:
- Coverage in top-tier national publications such as USA Today, Travel + Leisure, Lonely Planet, Coastal Living, and TreeHugger.
- Coverage in local publications such as AZ Central, Riverfront Times as well as trade outlets in the automotive industry like The News Wheel.
- Within the first 2 months, the content piece received over 75K page views.
- The campaign has since received over 3K backlinks and 169 referring domains.
