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Tour de Georgia Campaign
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Created: 08/19/08
Last Edited: 08/19/08
Views: 161
Appreciations: 5
Comments: 1
The Tour De Georgia, held every April, is
America’s premier professional cycling event�"a 590-mile Tour de France
qualifying race and week long community festival. This campaign
includes a series of print ads, a promotional bike lock, and a “getting
to know you” pocket guide that cleverly serves two audiences: Read one
way, it invites non-native cyclists to learn more about their
temporarily adopted home; flipped and read from the opposite cover, it
encourages native Georgians to learn more about the world of the
visiting cyclists. Witty copy highlights the similarities between the
two and shares a chuckle at their differences. Dewy pink and green
colors represent the peach state, while “embroidered” edging celebrates
the old-fashioned, wholesome southern culture. Type and visuals combine
in a flashcard-style to imitate the basic standard of learning made fun.
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