The Tour De Georgia, held every April, is America’s premier professional cycling event—a 590-mile Tour de France qualifying race and week long community festival. This campaign includes a series of print ads, a promotional bike lock, and a “getting to know you” pocket guide that cleverly serves two audiences: Read one way, it invites non-native cyclists to learn more about their temporarily adopted home; flipped and read from the opposite cover, it encourages native Georgians to learn more about the world of the visiting cyclists. Witty copy highlights the similarities between the two and shares a chuckle at their differences. Dewy pink and green colors represent the peach state, while “embroidered” edging celebrates the old-fashioned, wholesome southern culture. Type and visuals combine in a flashcard-style to imitate the basic standard of learning made fun.
