Southern Dozen is a series of motorcycle rides promoted by the Johnson City Convention & Visitors Bureau. The CVB wanted to promote those rides and ultimately fill hotel rooms through showcasing the area.
Almost every ad in the publication feature shots of people on motorcycles. We took a different approach and put the rider's perspective to use so everyone could feel like they are part of the experience.
Print may be ‘dead’, but a creative use of media is always welcome. This is especially the case when the target demo likes the feel of paper in their hands almost as much as they do the handlebars of their bike.