Print and Out of Home
The Madison Makers worked with the brand Ride with Pride to create a magazine and billboard advertisement to showcase their fall festival. The makers took a careful creative approach which resulted in a cohesive segment of advertisements.
Creative Brief
Magazine
Sketches
Final Design
Design Rationale
The Ride with Pride magazine advertisement has a combination layout, using the horse graphic, copy, and background to convey the message successfully. An eye catching, bold serif font is used as the headline in the advertisement. The headline is paired with a cursive subheading. It compliments the bold text which creates a smooth transition into the rest of the page. The rest of the copy is a serif font alternating between a light and dark color, depending on the background. The color scheme used directly correlates with the season of Autumn, which is the theme of the festival being advertised. The horses looking straight on in the advertisement draw the reader forward and entice them into the advertisement, itself.
Media Rationale
For the “Ride with Pride” fall festival, the chosen demographic was women with children who are looking for a family-friendly outdoor activity that their children and themselves can enjoy during the new season. Making a print/magazine ad was chosen based on this audience being the demographic for lifestyle, parenting, and community magazines, such as Harrisonburg Daily News, Shen Valley Magazine, Shenandoah Living Magazine, Charlottesville Family & Home Magazine.
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The full-page magazine ad was selected to fully convey the purpose and meaning behind the event. It allows for using a full bleed of the mountains in fall to create energy of the Shenandoah/Harrisonburg area during the fall with the colors and imagery. The images of the horses are used to imitate the horse riding and popping off the page, specially with the low opacity main background, it helps the horses and text be stronger. The full magazine ad also allows enough space for all of the important information to be showcased, such as date, location, event details, and a call to action.
Out of Home
Sketches
Final Design
Design Rationale
The design for the billboard was created because it coincides with the poster layout of the magazine advertisement. When looking at the magazine ad, the audience is provided with the details of the “Ride With Pride” event. The billboard uses the same typefaces, headline, “Ride With Pride,” and subhead, “Fall Festival 2024,” originally used in the magazine ad which adds a familiarity to the billboard that the audience will recognize. The size of the headline and subhead help attract our reader’s attention. In addition to this element, the color of the headline, specifically the color brown, provides a sense of comfort and reliability that makes the reader feel at ease. Because the company’s name already has a rhyming technique to it, it pairs well with the subhead which provides a little more context to the event. There is also a repetition of horses on the far left side of the billboard creating movement throughout the advertisement to help guide the reader to the text. When all of these elements are combined, the audience can tell that the event is a combination of things; not only can they ride horses, they can also enjoy a series of fall activities.
Media Rationale
The type out of home advertisement chosen was a billboard, located right outside the Ride with Pride location in Staunton, Virginia. The target audience of this advertisement is women who have children and are very involved in their children’s life. Being an involved parent means taking care of the child’s needs and wants such as driving them to school and getting them involved in after school activities. This means that Ride with Pride’s audience is on the road a lot, allowing them to see more advertisements on the road than they would off the road. Other out of home locations would not get as much viewership as a billboard because the flow of traffic increases the reach of the ad to our target audience and can entice more customers to attend the event.
References
Back Home-on the Farm. (2024, September 4). Fall fun. https://backhome-onthefarm.com/fall-fun/
Brauer, J. (2010). Capitol Peak in Autumn. Mountain Photography. 2024. https://www.mountainphotography.com/photo/capitol-peak-autumn/.
Chiles Family Orchards. (2024, September 3). Carter Mountain Orchard: Charlottesville, VA. https://chilesfamilyorchards.com/carter-mountain-orchard/
Graves Mountain Farm & Lodges. (2024, September 6). Apple Harvest Festival – First 3 weekends in October – search - graves mountain farm & lodges. https://www.gravesmountain.com/apple-harvest-festival-first-3-weekends-in-october/
Ride with Pride Therapeutic Horsemanship. (2024). Ray Carr tires. https://ridewithprideva.org/
Russ, K. (n.d.). Brown Horse looking into Camera. Fine Art America https://fineartamerica.com/featured/brown-horse-looking-into-camera-kevinruss.html.