Client: Backroads. A travel experience by bicycle.
Communication Opportunity: Backroads not only takes an unusual form of travel through biking and walking, but the wide variety of guided travel options make it a great fit for any type of traveler.
Target Audience: 20s and 30s, college kids and young adults, active and adventurous, like to bike, live in urban areas.
Creative Strategy: Engage the biking communities in urban areas with traditional and nontraditional methods to raise awareness of this fun, unique travel option.
Cyclelust Bike Share Experience
The Backroads Ride to Wonder experience will encourage bikers to take the path less tread using bikeshares in various cities to discover temporary pop up installations that could only be on the backroads. These share bikes will be transformed into Cyclelust bikes with interactive screens informing users on the experience to come.
The digital home of the Cyclelust Bike Share experience, where users can select a path and discover what it has to offer using Google Views. At the end users can pin where they’d like to go next to see where the Backroads experience can take them.