Problem Statement

Cyclists from nearby states are bored with the bike trails in their area. They are unaware of the cycling opportunities that Nebraska has to offer. In their minds, Nebraska does not stand out as an ideal location for biking. They are unaware of Nebraska’s trails and cycling organizations. The ideal out-of-home advertisements would display these options in an attractive manner.

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Target Audience Profile

The target audience includes middle-aged, active men and women that are approximately 25 to 50 years old. These individuals are interested in healthy eating and are environmentally friendly and family oriented. They utilize bikes for leisure and transportation and frequently ride on trails in the plains of nearby states. These people enjoy a challenge and seek out new experiences. They travel frequently and love to network and interact with new communities.

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Janet is a caucasian 32-year-old woman from Topeka, Kansas. She has a husband, 3 young children, and a Labrador puppy. Her family often visits state parks to picnic, hike, and bike. She has raised her children as vegetarians. Her family has a lake house that they visit on the weekends during the summer. Janet is a member of the PTA at her children's’ school. Janet and her husband often hire a babysitter to watch their children so that they can try new restaurants and visit bars. They enjoy participating in night-life activities but dislike having to find and pay for parking.

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Consumer & Research Insights

The target audience actively cycles, but not in Nebraska. They often bike in neighboring states such as Iowa, Kansas, and Minnesota. These places have similar terrains. They are drawn to trails that are family-friendly but occasionally explore more challenging trails. These individuals are bored of riding on the same trails in their area. They value using cycling as a means of transportation in order to preserve the environment.

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Communication Objectives

We want the audience to think of our terrain as a new challenge to experience, as well as family friendly. It is also a way to meet other cyclists in Nebraska. One main goal is for these consumers to share their experiences with friends and family members in order to attract more cyclists. We have to advertise Nebraska as an appealing location by noting its best available trails as well as the rideshare program. We want to offer the rideshare program as a sustainable means to easily travel to local “hometown-feel” attractions, such as bars and restaurants in the downtown areas of Nebraska.

 

Strategy

The Nebraska Tourism Commission will frame Nebraska as the best possible place to cycle through out-of-home advertising with billboards and airport posters. This will be done by showcasing several cycling organizations within the state, such as BRAN, KAC, Heatstroke 100, and 7 Cities Century. We will also promote cycling exploration with trails such as the Cowboy Trail and NE Rails to Trails. The campaign will not only encourage organized riding but also biking as a means of transportation. To appeal to this audience, we must suggest biking as not only an athletic activity but also a means to easily explore the cities of Nebraska through the rideshare program.

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Brand Personality: Cycling in Nebraska is family-friendly, challenging, adventurous, and convenient.

Tone: The tone of this campaign is motivational and inspiring.

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Positioning Statement: To all middle-aged men and women, cycling is the outdoor sport that offers you a sense of physical and mental satisfaction because it promises an active, sustainable lifestyle.

 

The Proposition/Selling Idea: Pedal it Out in Nebraska

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Media & Brand Imperatives

The Nebraska Tourism Commission logo must be included, as well as specific organizations and trails for the respective advertisements. Each billboard or airport poster must have a different slogan. The hashtag #RideNebraska should be included on all media.