BOULDER, CO (BRAIN)—Bikes Belong has completed creative development on the first phase of a nationwide ad campaign designed to inspire non-cyclists to ride.
The ad campaign is entitled "Remember Me" and includes three separate ads, targeting different audiences.
Each ad features a long-lost bicycle speaking to its owner, reminding former riders how much they once enjoyed bicycling. The ads also appeal to new riders by suggesting how bicycling is fun, convenient and healthy. Bikes Belong hopes the campaign will spark a positive mental image of bicycling and convince people to get back into riding or try it for the first time.
The ads will appear in national magazines and on billboards in major U.S. cities. JCDecaux, one of the world's largest outdoor advertisers and also the operator of highly successful bike rental stations in Europe, has generously donated space at bus stops, on street furniture and in malls.
Bikes Belong is also pursuing connections in the publishing world to secure free placement in large-circulation national magazines. Bicycling and Mountain Bike magazines have already committed space, as well as Gen-A Media and Marketing (publisher of Rocky Mountain Sports, Liberty Sports, New England Sports, Sweat and Michigan Sports & Fitness, among others).