Unlocking the Heart of CicLAvia:
Celebrating City Exploration
Imagine a transformation where bustling streets typically dominated by cars become lively, pedestrian-friendly public spaces for urban adventure. Inspired by the spirit of Bogotá's weekly ciclovía, CicLAvia sought to redefine itself from a 'just cyclists' event to a celebration of city exploration and all non-motorized forms of transportation.
The Challenge: Our class took on the mission of changing perceptions and broadening CicLAvia's appeal to the general public. We aimed to communicate that their events were not exclusive to cyclists but open to everyone.
The Problem: CicLAvia's current demographic was predominantly cyclists, and our task was to create a marketing strategy that would emphasize the pedestrian-friendly and inclusive nature of their events.
Insights: Our journey began by examining CicLaVia's marketing content, where we discovered an overemphasis on cycling-related content. We recognized untapped potential in showcasing location-specific features that could entice participants interested in exploring smaller sections of the route. Through surveys, we unearthed captivating stories from participants, highlighting their passion for attending these events.
The Solution: Our innovative approach centered on leveraging evergreen user-generated content to forge deeper connections with the communities through which CicLAvia passed.
Enter 'CicLAvia Stories'—a platform that collected meaningful narratives from community members, celebrating their individuality and what the events meant to them. Additionally, we crafted a content creation strategy comprising challenges and prompts, allowing the organization to effortlessly generate content that showcased the sheer joy these events brought to attendees.
Our team interviewing participants during CicLaVia's Heart of LA event, October '22
CicLavia Story Station prototype at CicLaVia's South LA event, December '22
This project was a testament to the power of storytelling, community engagement, and the transformation of a simple event into a celebration of city life. We're thrilled to present our contribution to CicLAvia's mission of making city exploration accessible to all.