Top 100 2011: Best Media Campaign, Other


Media Campaign — Other
J&W Cycles

20-time winner
Owners: Jimmy and Deborah Jones, Robert and Nancy Jones
Location: Washington, Mo.
Store size: 15,600 sq. ft.
Vehicle brands: Kawasaki, Polaris, Schwinn, Suzuki, Victory, Yamaha

J&W Cycles produced a 30-second “Your Reason to Ride” video in which employees stated their years of experience. A narrator capped it off by noting that the store has more than 347 years combined. The video was looped on two jumbotrons that flanked the main stage at the Washington Town & Country Fair. During main-stage events the video looped at least 20 times per event per day, equating to 100-plus runs over five days to 75,000 people. Best of all, the project required a small budget.

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