Our challenge was to maximise the contribution of brand support for HotChillee’s London-Paris multi-stage road cycling event, whilst fulfilling the brands objectives of being involved. This entailed managing multiple parties for mutual benefit.
What was involved? Meticulous account management for each event partner to ensure sponsorship objectives were clearly understood from the outset. This allowed a bespoke activation plan to be designed. Then, regular monitoring and communication to ensure all activity was fulfilled pre, during and post-event. A slick PR and communications plan was executed, to ensure all partners where represented appropriately.
We worked hard to attract, develop and retain partnerships with brands such as; adidas, DHL, Skoda, Mavic, Adobe and Specialized over a 4-year period. The event was a sell-out within minutes year-on-year. HotChillee Ride Captain’s became a sub-brand, acting as a team of ambassadors for the company, events and all brands involved. HotChillee Ride Captain’s became a sub-brand, acting as a team of ambassadors for the company, events and all brands involved.
HotChillee performs global marketing, publishing and event management predominantly within cycling. Aspire worked very closely with HotChillee for four years to oversee various marketing activities on HotChillee’s key rides –
Our chief marketing task was sponsorship activation of which accounts included: Adidas, DHL, Skoda, Mavic, Chain Reaction Cycles, Wattbike, Regus, Haribo, Elemis, Science in Sport & MET. We also supported on new business proposals and special projects. PR & Communications strategy for all HotChillee events
For more information www.hotchillee.com