Background
With our track record of working on international cycling events, Pelican was the natural choice to promote the National Elite Road Racing Championships.
Solution
We focussed on delivering a top class media relations campaign. For local media we arranged a special event to announce the race, guaranteeing local TV coverage.
We set up an exclusive media partnership for readers of Cycling Weekly and Cycling Active magazines. Pelican also utilised online cycling forums, Twitter, Facebook and cycling news sites to develop the event’s online presence.
On the day, we brought in all of the top media – from online, to cycling magazines to top national reporters and photographers. Just a week before the Tour de France, they had the chance to ride the course, meet the riders and we made sure they were looked after like never before at a National Championships event.
Brilliant Results
The National Championships received more coverage than ever before. All major national media covered the race, with thousands of fans lining the route to cheer on their heroes.
