CASE STUDY
Brisbane Cycling Festival
- COMMERCIAL STRATEGY
- PROJECT MANAGEMENT
- CREATIVE DESIGN
Watch, Play, Stay
The Brisbane Cycling Festival is the city’s newest festival with professional, amateur and mass participation events. The world’s best track cyclists descended on Brisbane for the Six Day international series final, combining elite track cycling with an energetic party atmosphere. Cycling Australia hosted the Track National Championships and National Road Series, The Classics showcasing Australia’s elite and emerging cycling talent.
The Festival was supported by a series of activities for residents and visitors including a mass participation ride the Tour de Brisbane across the city to showcase Brisbane as a world-class major event and cycling city.
The festival included live performances, stunt riders, music, food and fun. Thousands of people enjoyed the festivities with sponsor activations, cycling activities and fun for the entire family.
Brisbane invited people from all over the world to Watch, Play and Stay and be part of the largest Cycling Festival the city has ever hosted.
Objectives
- Build a new asset for Brisbane, Queensland
- Build the commercial strategy for the Festival
- Develop the marketing plan and strategy
- Brand development and asset roll out
Outcomes
- Developed and rolled out nationally the new Brisbane Cycling Festival brand
- Secured 26 new commercial, media and promotional partnerships
- Achieved a cumulative media exposure of 19,047,598 from 428 items
- Delivered a media exposure value of $1,132,789
We connect
Brands with Fans
21 Abbotsford St, West Melbourne 3003