You’ve got to give kudos to the Algoma Kinniwabi Travel Association for their Ride Lake Superior advertising campaign encouraging motorcyclists to the area. The site features a map section, with multiple circle tours of the area, highlighting accommodations and essential services for motorcyclists – accommodations, food, gas and motorcycle shops.

The initiative is a telling nod towards the tourism dollars motorcyclists bring to their destinations. Unfortunately the campaign is dripping with the stale language of Harley-Davidson cruiser-ism with references to “polish your chrome” and “your tricked out steed” and a video set to a grinding sound-alike rock track. The message, so set, is likely missing motorcycling fastest and most consistently growing demographic – the adventure market. Nor is the site particularly navigable from a user interface perspective. The critical information is there however, the packaging and over message welcome, and steeped in a call back to an audience who remember painful childhood road trips of 1970s… establishing the age demographic clearly.

Still it’s refreshing to see a tourism advertising campaign like Ride Lake Superior embracing moto-culture. Now, if only the Algoma Kinniwabi Travel Association were to add some dual-sport and adventure routes, then area would provided a comprehensive and attractive destination leading the way for moto-tourism in Canada.