The document outlines a marketing campaign for the Vasque Urban Trail Run event. It includes goals to increase awareness and engagement among runners. Tactics proposed include naturalizing skyways to emulate trails, deploying runners to promote the event in high foot-traffic areas, using biodegradable footprint decals, and implementing a public relations strategy targeting local media.

1. No City Limits: Vasque Urban Trail Run Campaign Overview 8.29.08

3. Assignment

4. Initial Insights

5. Brand Ladder

6. Engagement Brief

7. Original Concepts

8. Original Concepts

9. Original Concepts

10. Original Concepts

11. Final Concept

13. Influencers – Running Stores

14. Point of Sale

15. Running Jerseys

16. Direct Mail

17. Naturalize the Skyway The Minneapolis Skyway system provides an excellent space for us to promote our event to the Downtown community.

18. Naturalize the Skyway Our goal is to emulate the feeling and spirit of the trail within the skyway.

19. Naturalize the Skyway Vines, leaves, branches, and other greenery will be brought in, to transform the skyway into a living, breathing, natural environment. Kiosks will be placed at the ends of all naturalized skyways, allowing consumers to seek information and register on the spot.

22. Bus Wraps

23. Interactive: Loading

24. Landing

25. Blog

26. About Vasque

27. Registration Landing

28. Tips

29. Race Info.

30. Map

31. Map

32. Map

33. Email

34. Banner Ads

36. Media Plan

37. This project was a collective effort among the 2008 Olson & Co. summer interns. Brand Strategy: Courtney Scott Account Services: Katie McNabb Account Services: Eric McPherson Art Direction: Amanda Ward Interactive: Diana Quenomoen