Humorous Ads Boost Ridership For Shasta Summit Century

While I plan to write an in-depth case study for my “Success Stories” page, I thought I’d post the ad images here in the Newsroom.

A pair of humorous ads I wrote for the Shasta Summit Century, they were a part of a campaign that helped the organization boost ridership from 400 riders to 630 in only two years.

Summit Century      Summit Century

Humor sells, especially when it’s backed by solid market research. In this case, we decided what drew riders to this 135 mile ride over mountainous terrain was the challenge.

Once you know what you’re selling (and who you’re selling it to), the creative tends to take shape on its own.