Rare Management run one of the most successful cycling events in the UK - The Fort William World Cup. After compiling the brochure for Rare in 2016, for 2017 they brought us on board to again compile the brochure but also provide them with some pre event video content in the aim of show casing emotional attachments to the event.
What we did:
We looked at the entire demographic of people attending the event and what their interests were. You have hardcore, knowledge fans, families, and people imply out for a good time.
Appealing to them all in one hit is nearly impossible (Aside from race action which is already covered by Red Bull ) so we decided to look at the personalties behind the event, and choose four individuals that each unique demographic could identify with.
The videos brought home what the event meant to different people - from all walks of life - and how spectating can stay with you for the rest of your life.
Concept- Photos - Video - Writing - Brochure Content