Aspire | PR & Marketing services specialising in sport, health & fitness and lifestyle.

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Our task was to ensure that HotChillee would become recognised as a global cycling brand and that cycling enthusiasts would perceive their events as challenging, high-end and exclusive, yet friendly and welcoming. We aimed to gain exposure for multiple event partners and high profile personalities both within and outside the cycling press.

We coordinated a consistent messaging plan for HotChillee and each event in its portfolio. We positioned HotChillee’s flagship event as THE London-Paris not to be missed, highlighting its many USPs and utilising all event assets to get both consistent coverage in the cycling media and national coverage. We identified key journalists to attend the events and gained exclusive access to high profile personalities on the rides.

Aspire were retained to manage the PR for the HotChillee Global Events Series, which includes The London-Paris, Alpine Challenge and Cape Rouleur, for 3 years. Over that period, we secured regular coverage in all UK cycling publications and numerous features in the national media. We appointed a partner agency in South Africa to manage the media relations for the Cape Rouleur, utilising their local knowledge, relationships and expertise. On each event, we managed journalists, working closely with them to ensure they fully experienced all aspects of the ride and spent time with high-profile personalities. Keeping the events in the media, meant great interest from corporate teams, sponsorship from credible brands, appeal to celebrity riders and high rider numbers.

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 –

The London-Paris
The Alpine Challenge
The Cape Rouleur

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

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