As part of Pedal Minnesota, a new initiative that aims to celebrates the state's "bike-friendly" reputation, agency Colle + McVoy created tune-up stations for bikes at bus shelters in the state. There, cyclists could find tools, a bike stand and an electric air compressor. Professional bike mechanics were also on hand on Saturdays to offer free tune-ups. Pedal Minnesota also includes outdoor ads, featuring statements such as 'We think Helmet Hair is sexy", a website that serves as an information resource on all things cycling and a campaign video.