If you are a beer enthusiast, or even a cyclist, then you’ll know the name New Belgium Brewery. They have long been the organizer and sponsor of the Tour De Fat Festival that travels in the US and ends up giving away many bikes for festival competitions
This year is a bit different as New Belgium is promoting going Carfree through a video contest in each of this year’s locations. They want people to trade in their cars for bicycles and at this years 11 Tour De Fat locations (Chicago, Minneapolis, Seattle, Portland, Boise, Fort Collins, Denver, San Francisco, San Diego, Austin) they will give away 11 hand-crafted commuter bicycles and trailers to the winner of the video contests. New Belgium will promote the winners through a Tour De Fat ceremonial event in each city and will follow people’s carfree success over the next year.
This is very interesting for the carfree movement. Such a huge sponsorship and promotional campaign of the carfree lifestyle is something that only a few years ago would have seemed unthinkable. I’m sure this campaign will evoke a lot of media attention, mostly for the novelty, as “normal” Americans wonder why the hell someone would give up their car. But at the same time this will give a big boost to the idea of being carfree.
Anything that promotes the idea of getting people out of their cars is great and this is the kind of creative marketing that can help the carfree movement really gain some ground. Cheers to New Belgium for trying this.
Thanks to Imagine No Cars for sharing the news.