The International Mountain Bicycling Association (IMBA)
has unveiled a comprehensive new marketing effort that includes new logos, graphics, slogans and advertisements. It's all the product of a new partnership with award-winning advertising firm Carmichael Lynch
. The goal: build a higher awareness for IMBA and recruit new members.The new IMBA logo is a simple, strong image with a modern vibe. Accompanying the logo are four symbols that concisely describe IMBA's work: Speak, Build, Respect, Ride.
The campaign also introduces new print ads with the tagline, "What would we do without trails?" The ads feature mountain bike riders in improbable situations, such as playing shuffleboard, to demonstrate what cyclists might do if there were no trails to ride.
"Let's face it: describing IMBA's work in a compelling way is difficult. Advocacy, lobbying, land managers, government bureaucracy - it's not the stuff most mountain bikers want to hear about," said IMBA communications director Pete Webber. "This new campaign gives our brand some energy. It describes our work in a straightforward manner and presents dynamic ads with an emotional tagline." To celebrate the new campaign, IMBA is holding a contest on the IMBA website to encourage mountain bikers to submit their own "What would we do without trails?" photograph. The winner will earn a Juan Solo singlespeed mountain bike from Salsa Cycles.
"The true measure of IMBA's work is trail access - our top priority is ensuring people have great trails to ride. But being able to put a fresh, new spin on our image is important, too. We need to catch the eyes of mountain bikers. This is a first step in attracting riders to our movement and enlisting them as IMBA supporters. For mountain biking, more IMBA members means more clout and better riding," said IMBA's Webber.
Based in Minneapolis, Carmichael Lynch has been Harley-Davidson's ad agency for the past 25 years. Other clients include Porsche, Northwest Airlines and American Standard. The 270-person agency is recognized as one of the top advertising agencies in the world. Most of their work on the IMBA campaign is donated.
Visit IMBA's graphics page
to download logos, graphics, web banners and other art.