CicLaVia Marketing Solution

Project Description

Inspired by Bogotá’s weekly ciclovía, CicLAvia temporarily closes streets to car traffic and opens them to Angelenos to use as a public park. Our class challenge focused on: How might we change the perceptions of CicLAvia as a “just cyclists” event to one that celebrates city exploration and all forms of non-motorized transportation including foot, skateboard, scooter, wheelchair and even bystanders.

Problem

CicLAvia’s current demographic is mostly cyclists and the organization is looking for a marketing strategy to communicate to the general public that their events are pedestrian friendly, and not just for bikes.

Insights

Over fifty percent of CicLaVia’s marketing outreach contained bike-centric content. We noticed missed opportunities for sharing location specific features that would attract participants interested in covering smaller sections of the route. Through surveying we further discovered fascinating stories of participants and their passion for attending events.

Solutions

Our solution to utilize evergreen user generated content is key to form a stronger connection with the communities that CicLAvia passes through. CicLAvia Stories consists of fixed and mobile bases where the organization collects meaningful stories from community members that highlight their individuality and express what the events mean to them. We also crafted a content creation strategy composed of challenges and prompts that allows for the organization to generate content easily that calls attention to the fun the events bring to its attendees.