The Task: Put Western Colorado University on the map. What better way than to let the incoming freshmen make a first impression.
First, we created a campaign to get their buy in.
Next, we outfitted the entire freshmen class and The First Annual "Running of the Red" at Western Colorado University was born. When 100 of the world's top cyclists rolled through Gunnison for the USA Pro Challenge, the Western students, faculty and staff in crimson unitards, bearing Western's bold W logo were ready for them.
The result: The event not only made regional and state media but was profiled internationally on the BBC.
