VELOTHON Wales gives cycling enthusiasts, regardless of ability or experience, the opportunity to experience the thrill of closed road cycling, whilst taking in some of Wales’ most breathtaking scenery in a carnival atmosphere.
With a race for varying levels of ability, there is something for everyone to enjoy, whether it be the 60km, 125km or 140 km routes that are on offer.
In previous years, the atmosphere and experience created by the Welsh communities who come out in full force to help support the racers has been talked about as one of the true delights of this event.
With the client requesting a digital focused campaign, we were asked to create a campaign with a two-week turnaround to generate interest in the event, with our main goal being to increase the number of entries.
London and the South East were targeted as an area where cyclists were likely to be interested in this event.
Other media vehicles could be considered if relevant to deliver the message.
Using our media relationships, we worked closely to negotiate and identify last minute opportunities, exploring what media was accessible and relevant.
A strategy was planned to execute messaging on rail advertising sites and Out of Home sites throughout the target geographical area.
Working with Immediate Media Co., a digital asset was created and placed on the Facebook page for Bike Radar.
The digital video was a huge success, having had over 186,000 views. The sponsored promotional video was Bike Radar’s most successful one to date, with a total of 2328 active engagements (like/share/comment) – triple the regular benchmark engagement ratio.