The Challenge:
How can we create new promotional materials that use a consistent design and message to appeal directly to the different demographic segments and attitudes of participants in the MS Bike Tours?

The Solution:
By focusing on aspects of each event that make it uniquely appealing and challenging, and tying everything together with the “This is why we ride” theme. Historically, participants in the MS Bike Tour® were families with men, women and children involved in a family-oriented effort. We brought this feeling to the forefront in photography, graphics and copy. The MS 150 Bike Tour®, on the other hand, is a male-dominated event, with men participating to support the MS Society, but also as a personal challenge. Campaign elements reflect this more athletic and individual attitude. All campaign elements were delivered electronically as customizable, print-ready files that were made available to local chapters over the Internet.