The road less travelled

New marketing initiative promotes journeys along B.C.’s Highway 3

“Two roads diverged in a wood, and I – I took the one less traveled by/ And that has made all the difference.”

This famous phrase from Robert Frost’s “The Road Not Taken” introduces a new tourist initiative to promote British Columbia’s Highway 3, which passes through Cranbrook on its route from Hope to Alberta.

ThreeBC promotes the Crowsnest Highway, the lesser travelled southern route through British Columbia.

“Where Highways 1 and 16 are deliberate and direct, threeBC takes a more holistic approach to travel. It doesn’t go so much where man would make it go, but more so where nature intended it. There is a sense not so much of purpose but more of opportunity,” said Andrew Stuckey, managing partner of StarNorth Communications.

The Osoyoos-based company has created a multiple platform promotion of Highway 3, in conjunction with destination marketing groups in Cranbrook, Creston, Castlegar, Grand Forks, Osoyoos and Hope.

“What we have designed is an interactive opportunity for motorists to enjoy threeBC — before they leave home, while they’re on the road and even after they’re back home again.” said Stuckey.

The initiative includes a website,, a Twitter handle, @three_BC, and hashtag, #threeBC, and a Facebook page, 3BC.

It lets drivers access things like weather conditions and road closures, suggested side trips, activities along the way, restaurants, accommodation, and maps.

“Our intent is to a provide a vehicle that encourages visitors to further explore these communities, to access their websites and print publications,” aid Stuckey. “We want visitors to stop and immerse themselves in the unique opportunities these communities provide. We believe one of the best ways to do that is to get them interested in travelling threeBC.”