The Tour of Britain is part of an international road cycle race, which is broken up into eight stages, taking place over eight days. This year the race ran from Saturday 11 September to Saturday 18 September. 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.
Katapult 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.
Katapult 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. Other aims of the campaign included raising the profile, driving engagement and attendance of the event and to promote the take-up of cycling by young people in Somerset and Devon.
As well as the event website, Katapult designed adverts and liaised with media for placement on tourism websites and in cycling and tourism magazines. The campaign included integrated social media such as Facebook, YouTube and Twitter as well as seeding on relevant forums. Promotional giveaways were also produced for the event such as bags, balloons and stickers.
