For the fifth year running we worked with Club Peloton on its flagship Cycle to MIPIM ride, managing and implementing its PR activity.
Our brief each year is to launch the Cycle to MIPIM ride, to attract riders and sponsors for the event and to increase the profile of Club Peloton events in the media, specifically to property and cycling audiences.
Beyond the established Estates Gazette media partnership, we have successfully increased the amount of media coverage in the property and cycling press and in regional London and French publications. Coverage has been secured in City AM, City Matters, FT, Property Week, Property Mall, PezCycling News, MIPIM News, OPP Today, La Nouvelle Republique and Building Magazine.
To maximise the relationship wth the media partner, we produce a number of pieces of creative content, utilising influential riders and seeking interesting feature angles. We place a large emphasis on high quality imagery to ensure that the features stand out in print and online.
During the course of the year we manage a content feed on Twitter, engaging with riders, sponsors and supporters alike joining the conversation, and sharing tweets and images.
On the event itself we post daily updates on the Club Peloton website which are shared through social media channels.
On arrival in Cannes, amidst the champagne and celebrations, we manage a photocall of the finish on the Croisette, which is often attended by a high profile personality such as an Olympic athlete or pro cyclist and even, in the past, the Mayor of London Boris Johnson.
Throughout the year we work hard to build relationships with key sponsors, delivering more value and raising awareness of the charities benefitting from the event. We have successfully positioned Cycle to MIPIM as a professional, well-organised and enjoyable event for riders, and one that is highly regarded within the property industry.
Through our sustained activity and profile raising, Club Peloton as a brand and event organiser have cemented their place as the go-to company for industry cycling events.
Club Peloton is a fundraising charity that specialises in creating business networks. It uses cycling as a platform for challenge events, bringing together a love for the sport and the opportunity to raise money for great causes. Delivering unique and inclusive group ride events and experience, its journey started in 2006 with the cycle to MIPIM, an annual ride from London to Cannes arriving in time for MIPIM, the leading international real estate fair in Cannes. In 2017, 200 riders took part in the twelth edition of Cycle to MIPIM.
On Club Peloton events, industry professionals swap their suits for Lycra and receive a pro-ride experience which includes a full support crew, lead cars, rolling road closures, mechanics and sports therapists. The challenging cycling is a test of both physical ability and mental strength and the friendly and interactive atmosphere builds camaraderie very quickly and forms the core of Club Peloton’s ethos.
Club Peloton also helps create bespoke rides for a growing list of clients within the industry areas in which it operates. Profits from these clients enhance its annual fundraising total.
Aspire handles all PR-related activities for Club Peloton which includes their flagship event Cycle to MIPIM, Cycle to MAPIC and their women-only ride pedElle.
Our work with Club Peloton includes writing press releases and media alerts, managing media relations, handling social media, supporting on PR events, creating a content strategy in partnership with the charity’s media partner Estates Gazette and providing on-event support, in the form of daily media alerts and photo calls. Aspire PR Lead Kate Gordon handles the PR and social media and rides each event, showing utmost dedication to her role.
For more about Club Peloton www.clubpeloton.org