Velo Classic Tours

Challenge

Velo Classic Tours, a luxury bicycle tour company catering to serious cyclists, had a unique product offering but lacked the materials to effectively reach their target audience. The small company needed to reinvigorate its brand and develop materials that clearly conveyed the company’s luxurious tours of grueling 70-mile rides blended with accommodations and dining at four-star châteaux.

Strategy

MSLK took a strategic approach to rebranding Velo Classic Tours. We began with a brand defining exercise that refocused the company’s mission into three pillars of service differentiation – serious cycling, sublime culture, and exemplary service. Drawing upon these pillars, we created an effective marketing plan that outlined the company’s yearly needs.

Design

A complete identity system, including a logo, tagline and stationery system was developed. In addition, MSLK designed a website, an advertising campaign, and brochures that reflected the elite quality and racing spirit behind the tour company. These key materials allowed the company to meet new prospects and provide follow-up information to potential patrons interested in its luxury services.

Success

MSLK’s rebranding efforts and design solutions unified the brand and transformed Velo Classic Tours into a high-end service. Upon launch of its new brand identity, patrons raved of the new brand image and felt the tour company charged too little for the same tour offering. Furthermore, Velo Classic Tours was able to secure a tour sponsorship from Procycling Magazine and establish a partnership with a prestigious Italian villa simply based upon the quality of their promotional materials.