Should Wells Fargo be a primary sponsor of Capital Bikeshare? Why not?
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I’ve noticed (as have others) how similar Wells Fargo’s color scheme is to that of CaBi: red background and yellow lettering. Their logo (a horse-drawn stagecoach) depicts a wheeled vehicle that is not powered by a gasoline-fueled internal combustion engine.
With the takeover of Wachovia, they have greatly expanded their presence in the DC area. They have the money and size to be a primary sponsor of CaBi. London’s bikeshare system is sponsored by a financial institution (Barclays). Recent reports have indicated that CaBi is exploring a similar sponsorship deal.
Wells Fargo would be a good choice, for CaBi and for Wells Fargo. CaBi wouldn’t have to waste money on repainting the bikes if Wells Fargo sponsored the system. They may have to add the company name, but they could keep the distinctive red and yellow color scheme. Wells Fargo would get significant promotional value from the deal. They are new to the area. A CaBi deal would help establish their presence in the DC market in a big way.
Someone mentioned that McDonald’s would be a good match, because they also have a red and yellow color scheme. But they use white lettering, not yellow. And McDonald’s is associated with unhealthy diets and weight problems among its customer base. Not the association that CaBi would want to have. Part of the appeal of CaBi is that it helps to get people out of their cars and homes, doing something active and healthy.
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