Before we took on this project, we first had to find out exactly what was driving people away, and secondly, understand if that was something we could fix.
Using a mixture of Instagram story surveys and more traditional Google questionnaire forms, we quickly got a handle on where improvements could be made to the event. It was then our job to communicate this back to other stakeholders and implement a comprehensive brand strategy.
We started by creating a new, solid brand name that represented the event as it was - a hard event, but light-hearted. The next step was to start ramping up media across social - primarily Facebook - this is where our data was clearest and allowed us to attack the market with clarity.
Our initial pre-race launch video garnered a cool 60k in organic views, and that set our stall out. We focussed on short, sharp, snappy and ephemeral social-media friendly posts of under 20 seconds. Using text overlays on all videos, we communicated key information with strong visuals in one format.
Using our network in the cycling industry, we brought in key influencers to help us build reach along with ensuring that every specialist press outlet was running features on this "new and unique event" .
Having a wealth of varied touchpoints pre-event was critical in an oversubscribed market.