Brand Tone

The brand's tone is predominantly inspirational, community-focused, and encouraging. It highlights the positive impact, personal achievement, and collective effort to fight MS, using words like "epic," "iconic," and "breathtaking." It is also supportive and appreciative, featuring personal stories to add an emotional and human element.

Brand Values

• •Community and Togetherness
• •Support and Compassion
• •Challenge and Achievement
• •Inclusivity and Accessibility
• •Health and Fun

Best Practices

• •Lead with the "Why": Always connect the physical act of riding to the core mission. Start with the impact on people with MS before detailing the event logistics. This reinforces the compassionate and purpose-driven value.
• •Use Empowering Language: Employ active, inspirational words like "conquer," "challenge," "achieve," "unite," and "support." This motivates participants and makes them feel like heroes in the story.
• •Showcase the Community: Feature user-generated content, team photos, and personal testimonials in all marketing materials. Refer to participants, volunteers, and donors as a "community," "family," or "movement" to reinforce the value of togetherness.
• •Balance the Epic with the Accessible: While promoting the ride as an "epic" challenge, also include messaging that it's "not a race" and is achievable for various fitness levels. Highlight the support systems in place (rest stops, mechanics) to make the challenge feel less intimidating and more inclusive.
• •Be Visually Consistent: Use high-quality, vibrant images and videos that capture both the scenic beauty of the ride and the emotional moments of triumph and camaraderie at the finish line. Visuals should reflect the positive, determined, and community-focused spirit of the brand.

Social Perception

The MS Gong Ride is widely perceived as an iconic, respected, and well-organized institution within Australia's charity and cycling communities. It's considered a challenging yet achievable and highly rewarding "bucket-list" event, known for its strong sense of community and powerful motivation for a cause. Its longevity and significant fundraising history solidify its reputation as a legitimate, impactful, and professional charity event.

Copy Examples

• •Headline: Ride for a reason. Feel the achievement. Body: This isn't just a bike ride; it's a movement. For over 40 years, our community has pedaled from Sydney to Wollongong, raising millions for Australians living with MS. Every kilometer you ride helps fund vital research and support. Experience the breathtaking views, the incredible community spirit, and the unbeatable feeling of crossing that finish line. Are you in? #MSGongRide #RideToFightMS #CommunitySpirit
• •Subject: Ready to make it an epic year, [Name]? Body: Remember the energy? The stunning views from Stanwell Tops, the cheer of the crowd at the finish line? You were a vital part of the MS Gong Ride family, and we'd love to welcome you back. This year, the challenge is back, and so is our mission to ensure no one faces MS alone. Let's create more memories and make an even bigger impact together. Register for the 2025 ride today and continue the journey.
• •Headline: Your ride changes lives. Body: When you join the MS Gong Ride, your effort goes far beyond the finish line. You're funding specialized advice from MS nurses, providing connections through support groups, and powering research toward a cure. See the difference you make. [Learn More Button]
• •Headline: Unify your team with a challenge that matters. Body: Looking for a way to build camaraderie and demonstrate corporate social responsibility? Join the MS Gong Ride. Cycling from Sydney to Wollongong as a corporate team is a powerful team-building experience and a public commitment to supporting the 1 in 3 Australians impacted by multiple sclerosis. Challenge your industry peers, boost morale, and ride for a cause. #CorporateWellness #CSR #TeamBuilding #MSGongRide
• •Headline: Australia's most respected community bike ride. Body: From the Royal National Park to the Sea Cliff Bridge, join thousands in the ride to fight MS. Choose your challenge: 80km or 53km. Every pedal pushes us closer to a cure. Sign up for the MS Gong Ride.