With excitement around the USA Pro Cycling Challenge rapidly building for the inaugural race during 22-28 August, the international cycling competition has now launched its comprehensive advertising campaign, set to debut on 20 July. In addition to television and print spots, the campaign will also have an online and social media presence and will be featured on billboards throughout Colorado, including seven in Denver alone.
Titled ‘60 Miles per Hour, One Inch of Rubber’, each component draws light to the extreme demands riders will face as they speed through the Rocky Mountains, reaching altitudes in excess of two miles.
The print, outdoor advertising and web campaigns were created by VML, one of the world’s leading digital marketing agencies. The television commercials, produced by Versus, will be seen on Versus throughout the Tour de France and on Colorado-based NBC affiliates. They will feature 15 and 30-second spots designed to engage audiences and mirror the emotions and thought processes the athletes experience as they are pushed to their limit.
“This event features the most highly conditioned athletes in the world, competing against each other, the terrain and the highest altitudes ever endured by cyclists,” said Jon Cook, VML CEO and President. “The overall marketing campaign – especially the online experience – mirrors the immediacy, excitement and majestic setting of this ultimate challenge.”
Print and billboard advertisements were designed to carry viewers to the peaks of the Rocky Mountains through the pairing of sharp visuals and playful catch-phrases that emphasize the true grit required to conquer the peaks. The print advertisements will be seen in national US outlets including USA Today, the Denver Post and Velo News, while campaign billboards are set to appear in cities throughout Colorado, with a focus on those hosting stages of the race.
“A world-class cycling tour is defined not only by the quality of the athletes competing but also by signature elements that make it unique unto itself. With a stellar line-up already in place, the USA Pro Cycling Challenge will be defined by the treacherous mountains and unprecedented altitudes the peloton will reach as it traverses the Rockies,” said Stacie Lange, EVP of Marketing and Communications of the USA Pro Cycling Challenge.
“This campaign captures the essence of the race while highlighting the characteristics that separate it from the other distinguished tours throughout the world.”
In addition to the television, print and billboard components, the campaign will reside online with a revamped presence on the race website, www.USAprocyclingchallenge.com. Visitors to the site will be treated to a wealth of information including route and stage details, athlete profiles, multimedia features and social-media platforms. The new user-friendly, interactive elements will debut on 15 June, with additional features appearing throughout the approach and duration of the race.