USA PRO CHALLENGE MOOD BOARD USA Pro Challenge
objectives audience tone
To partner with and fulfill a body of multi-platform creative work for the 2015 event year. Utilize the current brand, logo and fonts in the development of a 2015 marketing campaign to correspond with existing partnerships for print, digital media, outdoor advertising and the creation of all collateral. Our focus: Make rad.
• Affluent: Average HHI $114k • Educated: 93% College Educated; 33% Graduate Degree • Tend to be urban and suburban dwellers • 57% Male 43% Female • Cycling Enthusiasts: 79% of fans cycle regularly Ride 1-2 times per week
DEDICATED. LOYAL. STRONG. COMPETITIVE. DEVOTED. PROUD. NICHE. CLEAN. HERITAGE. TECHNICAL. TRUE. CORE. COMMUNITY.
strategy goal
Effectively rethink, create, and utilize the current race brand to provide intuitive ways to refresh the creative approach. We want to offer varied directions that feel fresh but at the same time hold on to things that truly make the Pro Challenge successful and unique to Colorado as a state, community and a continued race leader in the international market.
Present no more than three creative concepts for each of the following items based on the overall strategy of promoting the 2015 race in Colorado: • Billboard (14x48) • Two-page magazine spread ad Develop 2-3 promotional concepts demonstrating how you would extend the impact of the USA Pro Challenge to attract regional tourists to attend the race. Feel free to include retail partnerships, tourism partnerships or online promotions based on what types of efforts you feel would be most effective.
STAGE 1 OVERALL START STAGE 2 START
AUGUST 18-19, 2014
2014 branding + lockups
2014 brochure
2014 poster
2014 ads
2014 round 1 billboards
2014 round 2 billboards
2014 website
2014 competitors’ website
01
True Fans. One of the largest cycling events in U.S. history and the largest spectator event in the history of Colorado, the USA Pro Challenge draws over 1 million spectators, hundreds of dedicated volunteers and a level of excitement and energy that can match any race day all over the world. These are the people that make the Pro Challenge successful. And we salute them.
02
Grids. Logos. Play on playa. The current Pro Challenge logo has angles, interesting line work and surface sections that could create a nice area for information, images and colors. I wonder what would happen if we worked towards an evolution from last years creative that pushed the creative boundaries of the logo.
03
Photography. Color. Multiply. Brand awareness through race colors. Red, white and blue claim America’s Race. Amazing lifestyle, action and fan photography, in black & white or color, multiplied of course. Solid messaging and CTAs. I really like the way all these assets will come together. Things over the horizon, Emotion. Color Enhancements. Story Telling.
04
Type Heavy. Typography and words can say many things. From stories to statements, every letter and word has meaning. Whether in a group or riding solo, emotion and energy always exist.
05
Information. Stats. Oh my. Stats. Tracking performance. Strava. Strava. Strava. Cyclists love analytics and times and tangible ways to see how they can better themselves and their performance goals. Not to mention wanting to be the best out there and making sure everyone knows it. How can we add in the informational tracking element which cyclists and race attendees will connect with. What is too much? What is too little? What stats are more important than others?
06
The Next Level. OOH. How can we build hype leading up to next years race i.e. during the winter and spring. Off-season support vehicles, random chalk or spray paint art/messaging on asphalt similar to race day, anything on wheels i.e taxis, bike racks, bikes, commuters. Geographic: Colorado, Major US Metros (NYC, Boston, DC, Atlanta, Houston/ Dallas, Austin, Chicago, Los Angeles, San Francisco) and countries around the world.
07
Copy Thoughts. _ TRUE FANS. YOU’RE INVITED. 7. SEVEN. THE COUNTDOWN IS ON. THE CLIMB BEGINS NOW. STAGED NO MORE. THE FINISH. DOMINATION CONTINUES. DOMINATION BEGINS NOW. AMERICA’S RACE IS BACK, AGAIN. YOU ARE THE PRO. WE ARE THE PROS. CHALLENGE THIS.
CHALLENGE ACCEPTED. DARE TO CLIMB. BREATHE EASY. WHERE STAGES ARE YOUR FRIEND. SEVEN DAYS. ONE CHALLENGE. BEGIN CLIMBING. RETURN TO GLORY. WHERE LARGE GETS LARGER. START TO FINISH. PREPARE FOR THE CLIMB. OPEN YOUR EYES. BE THE GORILLA. GIVE ME MORE COWBELL. WELCOME CYCLING GODS.