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TD Five Boro Bike Tour, 2023

Campaign creative for New York’s biggest and best cycling event, benefiting Bike New York.
Agency: HelpGood

Every year, Bike New York, New York City’s largest biking nonprofit, holds their marquee event, the Five Boro Bike Tour. Sponsored by TD Bank, this 40 mile ride gathers over 32,000 riders from all over to bike through the 5 boroughs of NYC. The 2023 tour was the second year back after a 2-year pandemic hiatus, in which new riders emerged and veteran riders found themselves itching to get back out there.

We were tasked with creating a fresh new campaign for the 2023 tour to keep up the momentum of the pandemic-induced cycling boom and sell out the event (again).

HelpGood launched a city-wide OOH campaign along with a targeted paid social campaign to recruit riders. The campaign highlighted the unique nature of the ride: 32,000 cyclists riding through 40 miles of the typically car-filled streets of NYC.

As a designer on the creative team, I designed the tour jersey and found inspiration from the symbols found on roads and bike lanes, like dotted lines and sharrows. The elements were applied abstractly to the design, to appeal to a younger demographic of new riders. The jersey design informed the rest of the campaign creative.

Our team designed OOH creative including subway ads, taxi toppers, billboards, bus shelter ads, street pole banners, and LinkNYC ads. We also designed social ads that ran on Meta and Amazon, the 36-page tour program, and the helmet covers, bibs, and bike plates that participants are required to wear while riding in the tour.

The 2023 Five Boro Bike Tour sold out, filling all 32,000 spots available in the ride. Our social ads garnered over 3 million impressions, and our OOH ads over 20 million impressions across the city.