Brisbane to Gold Coast Cycle Challenge 2021
The challenge
The Downer Brisbane to Gold Coast (B2GC) Cycle Challenge was set to return in 2021 after a 2020 COVID-induced hiatus. For their 16th annual cycle challenge in 2021, Bicycle Queensland wanted to not only speak to avid cyclists, but to a wider group of potential participants – young and old, able and non-abled, skilled and novice, and everything in between.
The clever idea
An integrated communications approach that drove awareness and anticipation of the forthcoming event. By storytelling 2021’s B2GC in engaging ways, and across multiple touchpoints both earned and owned, a new audience was tapped and the existing following excited.
The results
22 earned media placements across radio, digital, social media, print & TV
Over $100k raised for charity partner – Stronger for Longer
Over 860k people reached through paid digital ads
Over 4,000 participant registrations
300k people organically reached through social media
Over 500 new social media followers