Critical to the success of the NSPCC Tour of England Series – a series of multi-day sportives new to the UK cycling calendar – was establishing it as a credible and attractive event within the minds of the cycling media. Our launch activity therefore began with the creation and implementation of a PR and media plan to launch and promote the NSPCC Tour of England in 2014. The 2014 edition encompassed two events: the Tour of the South East and the Tour of Yorkshire. In 2015, another two-day event was added to the Series with the addition of the Tour of Cotswolds.
In a busy and crowded event calendar, making the Tour of England Series stand out was critical to each ride’s success. In the first year, we created a targeted news schedule to engage the media and ensure a steady stream of coverage leading up to the events in both online and offline publications. This ensured that all key messages were communicated and that event sponsors were also mentioned. As a consequence, the events were well attended and our partnership with Ride2Raise continued into 2015.
In 2015, we further built on the activities and messages from the previous year to encourage the media to promote and preview the events. We worked closely with Ride2Raise to increase communications activities and sales promotions, creating attractive offers in order to maximise registration from the subscriber database and local cycling clubs.
We handled regular liaison with all event partners to engage them in the event, whilst solid PR coverage in the cycling media highlighted the events’ key messages and helped to attract new riders. The website acted as a hub for content in the lead-up and during the events.
We started working with Ride2Raise, the organisers of the Tour of England Series, in 2013. The Tour of England Series was a revolutionary series of multi-stage sportives that put the cyclist at the very heart of the action. Riders of all abilities experienced the world of the professional with motorcycle outriders, mechanics, Ride Managers, Domestiques and Soigneurs supporting them every mile of the way. The event expanded from two to three two-day events in the UK, all of which earned their place in the cyclosport calendar.
Aspire’s long-term partnership with Ride2Raise established the Tour of England Series in the UK. We handled all cycling media relations for the event and managed media during the event itself. Our work with the Tour of England included writing press releases and media alerts, managing media relations, handling social media, website updates, liaising with event partners, managing communications to the subscriber database and providing on-event support in the form of daily media alerts and photography.