The Bloor Homes Cheltenham Festival of Cycling


In April 2017, The Tour of Britain confirmed that their penultimate stage of the year’s race would end in Cheltenham.

We were appointed by Cheltenham Borough Council to support with the full event delivery, marketing communications and sponsorship sales, with the ultimate objective of driving footfall. After a number of creative meetings, we developed the Cheltenham Festival of Cycling event around the Tour of Britain.

The Cheltenham stage of the Tour of Britain on Saturday 9th September was hailed as a huge success after thousands of people lined local roads to cheer on their cycling heroes. The street party atmosphere across the Borough, gave Stage 7 winner Dylan Groenewegen a thrilling finish despite the downpour! 

We were absolutely thrilled to have secured more than 40,000 spectators to become the best attended event outside of London! We also raised £125,000 in sponsorship with extensive positive press coverage, and created an event that was really worth talking about. What's more is that the value to the local economy was a whopping £1.1million!

We would really like to thank all of our fantastic sponsors for their support during The Bloor Homes Cheltenham Festival of Cycling and we really hope that they enjoyed the festival atmosphere too!

Services Used:

General Marketing Support, Event Management, PR

Client Status

Current Client


"I would like to take this opportunity to express my thanks for all your ideas, guidance and hard work in helping us achieve what will be a great event for the town. What I have seen first-hand is a lot of rolling up sleeves, flexibility and getting on with the job both in work hours and out of work hours. And what a range of jobs – transport management, writing blogs, creating websites, H&S, business planning, liaising with blue lights, highways, tree pruning, painting bikes, erecting bikes, social media, community liaison, hospitality….the list goes on.  I have enjoyed working with team members which with my normal working hat on I wouldn’t work directly with.  It has been a pleasure getting to know you and really shows dedicated team work and how flexible we can be as an organisation." - Tracy Crews, Director of Planning, Cheltenham Borough Council  

"It's very rare that you get this support; the warmth and the friendliness of the people of Cheltenham and Cheltenham Borough Council, Cotswold Tourism, it's quite emotional. The warmth and the friendliness and the support was unprecedented" - Mick Bennett, Race Director, OVO Energy Tour of Britain

"A huge thank you to you and the team for Saturday – it worked fabulously and you should all be very proud. Already looking forward to next year!" - James Griffin, Hunter Page Planning

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