Tour of Britain / Cheltenham Festival of Cycling Event
Background:
The town centre was transformed with a festival vibe as 120 elite cyclists raced through Cheltenham, in a bid to finish first in the penultimate stage of the Tour of Britain. The event attracted more than 40,000 spectators and generated over £1.1 million in local revenue!
Objective:
To generate public interest in the weeks leading up to the event and promote the festival around the historic Spa town of Cheltenham as well as setting up a marketing plan and event for the big day itself.
Action:
- apt, Cheltenham Borough Council, The Cheltenham BID & The Cheltenham Trust collectively created a brand identity and logo to celebrate the Tour of Britain’s arrival and the Cheltenham Festival of Cycling
- Leaflets, programmes, bunting, crash banners, finish arch logos, lamppost pennants and soft banners were all created to promote the big day
- A 25ft V.I.P hospitality yurt was installed in Montpellier Gardens
- Michelin Star and Bib Gourmand awarded chef, Made By Bob catered for the V.I.Ps on the day
- Live television coverage on Eurosport and ITV4 with news bulletins throughout the day
- Live radio coverage on BBC Radio 2 and BBC Radio Five Live
Results:
- 560,000 watched the Penultimate Stage on ITV4
- Tour of Britain was shown in France, Italy & Belgium amongst others
- Eurosport has more than 231 million cumulative subscribers worldwide, across 91 countries
- The race was featured in 12 national newspapers with 9 consecutive days coverage in The Telegraph, Guardian & iPaper
- The Cotswolds received 12,500 entries into a nights stay competition whilst the Tour of Britain arrives
- 50+ lime green bikes featured in the Green Bike Trail
- Across the 20 teams at the 2017 Tour of Britain they had a reach of 3 million Twitter followers, 3.9 million Facebook likes, 2.1 million Instagram followers, and 250k YouTube subscribers
