Muskegon Luge, America’s most publicly accessible luge run was suffering from an awareness problem. Their mission was two-fold. First, to let the public know that the complex existed. And two, that it was open to regular people.

Challenges – Because the Muskegon Luge is a small non-profit organisation; we were challenged with getting the word out on a very limited budget. In addition, since we shot at the tail end of their season, we were at the mercy of ever changing weather conditions. Keeping a luge track frozen in 60 degree weather was interesting, to say the least. Objectives – To make the public aware that luge isn’t just an extreme sport that trained athletes can participate in, but rather, one that regular people can enjoy.

The campaign launched at the onset of the 2009-2010 season and instantly became a success story. The local and surrounding media took notice and the complex enjoyed its biggest barrage of press coverage in the complex’s history. Hits to the website and online coverage more than doubled from the previous year. Ticket sales for the luge and it each of the complex’s other winter activities more than doubled. A 30 minute film featuring the director himself was viewed by thousands on YouTube. Awareness of the complex went through the roof. The result? The biggest grossing year in the complex’s history.

The snapshot photo look was designed to give the posters a personal vibe and allow viewers to feel that they could appear in them. The ice block with type frozen inside is representative of the cold weather sport and pays homage to the ice on the luge track itself.