The
Brief

After a difficult year where the Tour of Britain wasn’t guaranteed to happen, British Cycling stepped in to ensure the race would go ahead.

With limited time to deliver the showpiece race in the UK cycling calendar, they needed to make a splash on social, reach their key audience with the right messaging and build excitement and engagement.

The
Solution

/ Social Media Strategy

/ Social Media Management

/ Content Strategy

/ Content Creation

/ Community Management

We worked with British Cycling to develop a comprehensive social and content strategy to reach their two key target audiences at key times in the event timeline to drive awareness, engagement and participation.

The strategy aligned with the overarching tone of voice and objectives of British Cycling, but without being a carbon copy.

We then developed a content and social strategy for the Tour of Britain and unique content plans for key social channels, that aligned with three key time frames: pre-event, in-race and post-event.

We were then able to control messaging, targeting and content throughout to deliver the desired results at the right time.

During race week, we provided content and social media coverage.