AKALI Project Athena Racing Series Success in San Diego - click here
Recap of 2009 Greenville Hospital System USA Cycling Professional Championships in Greenville, SC - click here
USTA Florida Launches Web Site & Fashion Show Lineup for Twilight Tennis @ The Jacksonville Landing - click here
Uncle Shuck's Corn Maze Taking Shape for 9th Season - click here
The First Tee of Jacksonville A Beneficiary For Feb 2010 Golf Tournament - click here
Atlanta Chapter of Women in Sports & Events Celebrates Year Six - click here
UNCLE SHUCK’S CORN MAZE AND PUMPKIN PATCH
Uncle Shuck’s Corn Maze and Pumpkin Patch is one of 300 corn mazes across the U.S. , and one of 12 in the state of Georgia. It represents one of the fastest growing segments of economic development in rural America : “agri-tourism”. Peloton Sports has been retained for the past eight years to implement targeted, timely media relations to accomplish two main objectives:
Generate publicity for the maze as a 3-month entertainment venue that is close to Atlanta .
Increase attendance and ticket sales from families who would consider the North Georgia Mountains a fall destination, or day trip.
Results:
Attendance has steadily increased each year, from 17,000 in 2002 to more than 40,000 in 2009.
Using a public relations program as an emphasis over advertising, the maze has more than doubled its coverage in local and regional coverage. From just 2004 to 2005, media impressions doubled to over 16.3 million, including over 200% increase in use of graphics to describe the maze and illustrate the design. In 2009 alone, over 50 media reports accounted for 41.6 million impressions.
In 2003, Peloton Sports developed a media partnership with WAGA-TV Fox5 News and Uncle Shuck's Corn Maze. The TV promotion generated over 1.4 million audience viewsw with one week of :10 and :15 promo spots, including a three-minute morning show ffeature and two weather broadcasts. All included an overhead visual of the corn maze.
The maze has received media exposure in Southern Living, Atlanta Journal-Constitution, AccessAtlanta.com, WSB Radio “Lawn & Garden Show”, FOX5-TV Atlanta, Charlotte Observer, Atlanta Parent, Atlanta Magazine, Points North Magazine.
ING GEORGIA MARATHON & HALF MARATHON
Peloton Sports was the public relations agency of record for the first two years (2007-08) of the ING Georgia Marathon & Half Marathon, and continued in a support role in 2009. In just two years, this event became one of the largest combo running events in the country. Peloton Sports has helped organizers surpass a registration goal of 15,000 runners/walkers/wheelchair athletes with a health/fitness- related public relations campaign. Peloton Sports also provided counsel with crisis communications when a tornado disrupted the start/finish line area just days before the 2008 event. In 2008 Peloton Sports received a Phoenix Award from the Public Relations Society of America, Georgia Chapter, for best Media Relations Program for this event.
Results:
In the first year of the ING Georgia Marathon & Half Marathon, the focus of the PR campaign by Peloton Sports was to help sell out the event. All 15,000 registrations were filled by Feb 15, 2007, surpassing expectations of the race director by 150% and of the title sponsor by 328%! This also surpassed the timeline by five weeks.The revenue generated from the extra 9,000 entries provided 35% more funds for event operations.
With 15,000 registered and 13,456 completing the courses, this made the ING Georgia Marathon the 2nd largest Marathon/Half-Marathon combo of all time, according to Running USA, a national non-profit corporation dedicated to growing the sport of running. This was one of the key factors that led ING to renew its sponsorship for 2008.
The 2007 media campaign met goals for key story placements in Atlanta Journal-Constitution, AJC.com, DeKalb Neighbor, WHERE Atlanta, WXIA-TV, and the four main running Web sites.
In the second year of the ING Georgia Marathon & Half Marathon, Peloton Sports generated a 44% increase in media coverage from the inaugural 2007 event, with 159 million media impressions. There was also a 15% increase in the number of media stories generated for the event - 171 stories from 70 different outlets. The number of stories generated by the Atlanta Journal-Constitution (32) and AJC.com (20), surpassed goals.
CHARLIE YATES GOLF COURSE
The Charlie Yates Golf Course in metro Atlanta is a non-profit, public golf course that benefits a local community foundation with any revenue it generates. The course is approximately 15 years old, but was falling short of projected rounds, needing to surpass 20,000 rounds a year to meet budget. Peloton Sports worked with course management to create and implement publicity and marketing programs to increase rounds and revenue, and ultimately, create a sound platform for years to come.
Results:
Rounds of golf played at the course have steadily increased since the implementation of a Loyalty Rewards Program. By 2006 there had been a 22% increase in rounds played in the two years that the program had been created.
A push to increase awareness and trials of the golf course and driving range have resulted in over 1,500 new members of the Loyalty Rewards Program.
Using electronic messaging to communicate specials and events at the golf course, Peloton Sports has been able to build a solid database and increase the open rate for messages from 20% to 45%.
With the help of a new public relations program, the Charlie Yates Golf Course received national recognition as "Top Short Course in America".
GHS USA Cycling Professional Championships
Peloton Sports, Inc. was contracted to oversee all media relations activities and Public Relations for the USA Cycling Professional Championships just two months prior to the event. In 2006 the challenge was to promote a new date (September) and location (Greenville, SC) for the premier event. The lead time was indeed short to update the entire web site, produce trade/regional interest for the races and spark interest for the Palmetto Peloton Project. The PR focus was on local and regional media to create hype and a buzz for the entire weekend, from print coverage to broadcast PSAs and features to internet-based messaging.
Results:
Local media coverage included stories on all local television network affiliates, four on-air radio interviews with athletes, and five front page stories in The Greenville News.
National media coverage included The New York Times, SI.com, ESPN.com, Endurance Magazine, USA Today.
Over 32 clips were obtained for key sponsors, clearly delivering their message about supporting the event.
A push was made with media to mention the Palmetto Peloton Project, a fundraiser bicycle ride for cancer research. There were 10 solid hits in print for this fundraiser ride, and two broadcast features. This helped the Palmetto Peloton Project increase rider participation by 225% and double the funds raised for charity.
Peloton Sports worked with AVF Creations, the website design agency, to implement Live Audio for both the Individual Time Trial and Road Race at this event. Close to 1,000 people listened to the Road Race, surpassing expectations for this new program.
TOUR DE GEORGIA
Peloton Sports was involved with the Tour de Georgia, a professional cycling stage race and rolling festival in the Southeast U.S., for five seasons. The Tour de Georgia accelerated in growth - attendance, economic impact, media coverage and fundraising for its beneficiaries - to become North America's premier, professional cycling event and rolling festival. In four of those five seasons, Peloton Sports was hired by Medalist Sports, management company for the Tour, to create and implement all media relations and communications services for the cycling event. Results generated statewide, national and international exposure for Tour sponsors, host cities and the event beneficiaries, the Georgia Cancer Coalition and Children's Healthcare of Atlanta. Peloton Sports received two Phoenix Awards from the Public Relations Society of America, Georgia Chapter, for best Media Relations Program for this multi-day event.
Results:
Attendance increased from 250,000 to 748,000 from 2003 to 2004, a 200% increase! Following years continued to attract over 500,000 spectators for each race.
Numbers for both media impressions and media value increased from the inaugural year of 2003. In the first year Peloton Sports managed public relations, the Tour recognized an increase of 358% in total media impressions. Using Peloton Sports, the Tour averaged $41.5 million in media value (print/web/broadcast) and 463 million media impressions.
Peloton Sports was able to increase awareness of the event's beneficiary, Georgia Cancer Coalition, by using Coalition representatives as spokespeople and including Coalition information in all Tour messaging. This resulted in an increase in media coverage for the Coalition related to Tour news, from 9.5% in 2003 to 36% by 2006.
In 2006 when the Tour changed title sponsors, Peloton Sports was able to increase, from 28% to 66%, the number of references to the title sponsor with the name of the event in pre-event stories.
In 2008 Peloton Sports planned and implemented press events for the Tour in 11 different cities in four weeks. This statewide media tour, spanning communities from Savannah on the coast to Blairsville in the mountains, included representation from event sponsors, charitable beneficiaries, local dignitaries and professional athletes. Peloton Sports was able to secure media stories in all targeted markets across the state, generating 23.2 million media impressions and $233,000 in media value.Among this coverage, 73% of stories referenced speakers from the media tour and 40% referenced the beneficiaries.
HISTORIC ROSWELL CRITERIUM
In 2002 Peloton Sports was challenged by Roswell Velo, a local cycling club, and City of Roswell to find sponsorships and generate media attention for a one-day cycling festival in just three months. Since that year, Peloton Sports has supported this annual event with media relations and marketing services, helping the event grow from 5,000 to 10,000 spectators and from 300 participants to over 1,200 pro and recreational participants!
Results:
Peloton Sports coordinated a Spectator Guide with media partner "Alpharetta-Roswell Review & News", which included additional print distribution of 25,000 in the local newspaper.
Peloton Sports organized the first Sponsor Expo with the Criterium from 2004-2006, which is being reinstated in 2010..
Peloton Sports worked with local beneficiaries, including Bike Roswell and North Fulton Community Charities, to generate additional fundraising activities and publicity for the non-profits.
AKALI Project Athena Racing Series in San Diego - TV coverage by FOX 5 San Diego
Historic Roswell Criterium Pro Men's Race
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GHS USA Cycling Professional Championships Kick-Off Press Conference
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GHS USA Cycling Professional Championships ITT Press Conference
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