#BikeTourism: Not your Typical #WomenBike Marketing
The Sisters to Smith Rock Scenic Bikeway video was released to the public by TravelOregon a few weeks ago. It stands as one of our favorite shoots; not only because the scenery and riding is great, but because we had the chance to add something a little different to the bicycle marketing stratosphere.
Bike travel and adventure-by-bike are enormously popular right now, but the stories and marketing of those experiences trend toward a really male-dominated narrative. Not that this is inherently a bad thing, but we have learned that successfully marketing an idea to a broad audience means showing said broad audience in your marketing. In other words, if you only see and hear guys, you’re likely only appealing to guys. And, for us, it was important and exciting to produce a statewide marketing piece that showing women, on bike tour, doing rad stuff.
There are lots of little details that seem minute on their own, but contribute to the feel of the piece and make it different from typical bike marketing. From the style of bikes (a custom Pereira, mixed with a vintage 3-speed) to the clothing (sporty but causal, with no giant logo blobs) to the action (camping, rock climbing, and playing a ukelele!). The experience is neither a hammerfest of a ride or a Cycle Chic parade, but remains fun and sporty at the same time.
In the end, it’s just a short 2-minute video. But the more we dive into video production, the more we we recognize the enormous impact these small details can have on bike advocacy and inspiring a broad diversity of people to try riding a bike.
To learn more about the Scenic Bikeways and hear some more behind the scenes details, be sure to come to the Scenic Bikeway Video Launch Event at Chris King!
Broche March 4, 2014 at 12:19 am
As the gal who is “not the willow-thin, athletic-looking type, and is far truer to the actuality of most women cycle tourers than ads or images usually project” in this video, I really appreciate your comment, Mandy! That totally made my day. I’m really glad you liked the video! We had a great time making it.
Cliff Etzel March 3, 2014 at 11:31 am
Nice work Russ!!!
Michael King March 3, 2014 at 1:34 pm
Who makes that beautiful green mixte?
Russ March 3, 2014 at 2:29 pm
It is a Pereria cycles bike!
Jakki March 6, 2014 at 7:13 am
Girl power! Love it! I just went on my first bike tour from Seattle to LA this fall. Setting out with one other girl, she ended up getting sick and having to quit, but I sailed on, 500 more miles than I intended! (I initially was going to end in San Francisco) I learned that I am capable of anything I set my mind to. Oregon was one of my favorite states with the best state parks!! Feel free to learn more about my journey at plantpoweredpedalist.blogspot.com
liz song mandell April 9, 2014 at 3:25 pm
wow. this was fantastically done!! i am so impressed.
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This is a great video! I am a 63 year old woman, and even though these three women are much younger, I still can identify with them. I am especially pleased that one of these gals is not the willow-thin, athletic-looking type, and is far truer to the actuality of most women cycle tourers than ads or images usually project. The best part of the video is the spirit of fun and camaraderie it showcases, which I can attest is what women on tour together most commonly find. Thanks for a great video!