Contrary to popular belief, the great American road trip is not dead. In a society that is all about getting from point A to point B as quickly and directly as possible, there still exists an opportunity to make the journey itself as much a part of the experience as the destination. In an effort to help drive traffic to Washington’s 440-mile Cascade Loop Scenic Highway, DVA was tapped to brand the fledgling organization, develop a new logo and tagline, and to redevelop its website to reflect the new look and feel. Through these efforts and a robust public relations effort, we reminded travelers that the great American road trip is in fact alive and well and waiting for them on the highways, byways, and back roads of the Cascade Loop.