Cycling is not only part of the green economy and a popular physical activity in Australia but also a big tourism drawcard. Regional Development Victoria recognised the opportunity to build destination cycling assets in the Western Victoria region and launched the brand 'Cycle West’.
Our thinking:
Strategy was tasked with bringing the Cycle West brand to life and putting Western Victoria on the 'must-do’ biking destination map. Our challenge was to create a brand platform that Western Victoria's local tourism authorities could leverage on their own channels to attract cyclists to their region. We saw an opportunity to craft a solution that not only enhanced a regional experience but also provided a step-by-step guide on how to take this new brand to market.
Our creative:
A refined brand identity that communicated a sense of adventure and movement was created, with an accompanying colour palette that reflected the region’s diverse landscape. Flagship cycle trails were mapped and integrated with a Cycle West-branded Strava account. Visual content, by way of on-site photography and drone footage, captured local cyclists riding in the region’s remarkable natural environments. All the creative elements were included in a branded 'Go to Market’ guide. The outcome was a thoughtful and emotive brand experience that will connect with adventurous and passionate cyclists.
