Client: City of Palm Bay
Type of Video: Event Video
Over the summer, the City of Palm Bay held a ribbon-cutting ceremony for the new bridge and trail connecting the Malabar & Palm Bay Trails System to the freeride-focused Grapefruit Trail that runs along the Tillman Canal.
Multiple local groups and community members teamed up for this project, so we really wanted to focus on that while also getting the word out about the new trail.
That’s what led us to our strategy – instead of making the client the center of the video, we would focus on the people involved. And one important partner was The Brevard Mountain Bike Association.
The BMBA is an off-road bike club in Brevard County. Their goal is to maintain and grow the quantity and quality of mountain bike trails in the area.
BMBA was actually founded with the purpose of saving the Grapefruit Trail, which this new one connects to. So it was a nice “full-circle” moment for those involved.
During the ribbon-cutting, we interviewed a few BMBA members and shot a bunch of footage of them on the trails to use as b-roll.
By focusing on the stories of the people involved, the video became a lot more shareable on social media.
The video got around 6,000 views, over 100 shares, a good amount of engagement across The City of Palm Bay and BMBA’s Facebook pages, all of which was organic.