CASE STUDY
The 2017 UCI Mountain Bike World Championships was held in Cairns, Tropical North Queensland. The 2017 event featured over 300 riders from 35 countries competing in the Cross Country (XCO) and Downhill (DHI) disciplines. The event had significant TV and digital viewing presence including the distribution of television broadcast to a cumulative audience in excess of 6.13 million globally across 18 different nations.
- VIDEO PRODUCTION
- MARKETING & PR
- WEB DEVELOPMENT & DESIGN
Our Challenge
Cairns has a population of 160,000 so the challenge was to attract spectators from all over the world for the event. Jersey Road developed the brand, digital, social and activation platforms including asset roll out. We also developed the marketing and commercial strategy for the event and execution of this strategy.
Our Thinking
Showcase the world’s best athletes through high impact creative integrating the destination and discipline specific messaging. Develop a bi-product to the core product being bars, food trucks, DJ’s, live entertainment and a 50+ on site exhibition centre.
Outcomes
Digital growth
%
Participation record
Athletes from 46 countries
Attendance
k
people
Global TV broadcast
mil
21 countries
We connect
Brands with Fans
Melbourne – Head Office
21 Abbotsford St
West Melbourne VIC 3003
Brisbane
20 Kingfisher Lane
East Brisbane QLD 4169