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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency Team Detroit
Designer Steffan Duerr
Photographer Brad Stanley
Released November 2009

Credits & Description

Category: Posters
Product/Service: WINTER SPORTS
Date of First Appearance: Nov 12 2009 12:00AM
Entrant Company: TEAM DETROIT, USA
Executive Vice President, Executive Creative Director: Greg Braun (Team Detroit)
Vice President, Senior Copywriter: Sue Mersch (Team Detroit)
Vice President, Senior Art Director, Designer: Beth Hambly (Team Detroit)
Designer: Steffan Duerr (Team Detroit - The Park)
Retoucher: Bernio Solo (Solo Studio Works)
Photographer: Brad Stanley (Brad Stanley Photographic)
Media placement: Posters - Placed In Local Businesses Throughout Southern Michigan - 11/11/2009 Thru Winter 2010

Describe the challenges and key objectives
Challenges – Because the Muskegon Luge is a small non-profit organisation; we were challenged with getting the word out on a very limited budget. In addition, since we shot at the tail end of their season, we were at the mercy of ever changing weather conditions. Keeping a luge track frozen in 60 degree weather was interesting, to say the least. Objectives – To make the public aware that luge isn’t just an extreme sport that trained athletes can participate in, but rather, one that regular people can enjoy.

Describe the brief from the client
Muskegon Luge, America’s most publicly accessible luge run was suffering from an awareness problem. Their mission was two-fold. First, to let the public know that the complex existed. And two, that it was open to regular people.

Describe how you arrived at the final design
The snapshot photo look was designed to give the posters a personal vibe and allow viewers to feel that they could appear in them. The ice block with type frozen inside is representative of the cold weather sport and pays homage to the ice on the luge track itself.

Give some indication of how successful the outcome was in the market
The campaign launched at the onset of the 2009-2010 season and instantly became a success story. The local and surrounding media took notice and the complex enjoyed its biggest barrage of press coverage in the complex’s history. Hits to the website and online coverage more than doubled from the previous year. Ticket sales for the luge and it each of the complex’s other winter activities more than doubled. A 30 minute film featuring the director himself was viewed by thousands on YouTube. Awareness of the complex went through the roof. The result? The biggest grossing year in the complex’s history.