Ride the Highlands was designed for use by all tourism stakeholders within Ontario’s Highlands who offer motorcycle products or experiences. The brand was designed to tell a story about “The Road” and those who created it. The roads of Ontario’s Highlands are the manifestation of a vision shared by the best loggers of their day. A vision that stated roads should cradle the traveller through the natural terrain and provide a sense of awe. These visionaries detested the theory that roads were to be efficient, straight and boring. The Road is the spine on which all riders will travel the region. The Road is the reason that riding in Ontario’s Highlands is so spectacular. Those who created it knew they were building something important and had always understood it was for a higher reason. That reason was the motorcycle. The brand is authentic early 1800’s look; one of worn sepia photographs and old torn maps used by the craftsmen who shaped the roads. Many deliverables were created for the RTH brand. Print ads, brochures, videos, jacket patches, signage, promotional products, window decals and a website were developed to ensure all marketing tactics align directly with the core brand message.
