Two CARRS PhD students, Eunseong Jeong and Jinwon Kim, were part of an MSU team that won 4^th place out of 5,888 teams from 11 countries in the IDEA CHALLENGE 2009 on September 25. The competition was hosted by the Chungbuk Provincial Government in South Korea, and was promoted as the world's first “Idea Olympics” to celebrate the passion and participation of university students. The MSU team’s project proposed bike tourism as a tool of place-based marketing by developing the concept of "Young Ambassadors".