Tour of Britain, South West Stages
The Tour of Britain is part of an international road cycle race, which is broken up into eight stages, taking place over eight days. The race is now a centrepiece of the British sporting calendar, attracting over a million spectators to the roadside, and hundreds of thousands more on television and via the internet.
We won a pitch to develop campaign materials including a website for The South West Stages of the competition which ran through Devon and Somerset over two days. The aims of the campaign were increasing visibility, raising the profile, driving engagement and attendance of the event and promoting the take-up of cycling by young people in Somerset and Devon.
Campaign Development & Promotional Marketing
We created an impactful brand style for the South West Stages, with targeted messaging and communications helping to increase visibility and positive association of Devon and Somerset County Councils with The Tour of Britain.
The campaign had three main audience groups; cycling enthusiasts and those who were 'serious about cycling', those who were 'ready for the race' and keen to be more involved such as school groups and then encouraging the wider local community to 'get behind the race'.
The campaign development was split into two parts: pre-race and race day. Pre-race marketing included the design and placement of online adverts on tourism websites and in cycling and tourism magazines aimed at driving traffic to the Tour of Britain website and encouraging attendance on the day. We also designed window vinyls and posters for Devon and Somerset County Councils to supply to shops and businesses supporting the race in the South West region.
For the race day itself, we produced promotional giveaways such as bags, balloons, stickers and a Z-Card information booklet about the event.
Website Development & Social Media
As part of the Tour of Britain South West Stages campaign, we also produced an information based website featuring the map of the tour, images from previous races and details for visitors to the region including where to watch the race as well as places to stay and visit in the Somerset and Devon region.
The campaign included integrated social media such as Facebook, YouTube and Twitter as well as seeding on relevant forums
What the client says...
"Working with Katapult has been a pleasure! Despite the distance between Devon and Derby communication was easy and regular via their fantastic extranet site. They delivered on time and brought some fresh creative and ideas to the project and worked tirelessly to produce a great campaign. I would not hesitate to recommend them to others."