Northbrook, Ill. — Allstate Insurance Co. today launched an online marketing effort aimed at motorcycle riders. offers riders the chance to view and map scenic routes, share on-the-road experiences and post favorite rides. Visitors also can watch 30-second cycle know-how vignettes featuring professional mechanics from Indian Larry Legacy, a custom motorcycle shop paying homage to the legendary builder, Indian Larry, and his renowned East Coast chopper-style bikes.   “ is designed to make sure riders know that we don’t just help protect bikes—we help protect riders too,” says Lisa Cochrane, VP of marketing communications for Allstate.

The Web site is an extension of the Allstate’s “Biker Agents” print ad campaign, which launched August 2007, and features several of the more-than-600 Allstate agents who ride. Portions of the campaign’s ad creative can be seen throughout the Web site, most notably in the “Calendar” section.   The new biker-focused Web site features specific elements, including:

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