TOUR DE GEORGIA

The Tour de Georgia has become the premier, professional cycling stage race in North America . The event is also a vehicle to stimulate economic development and promote tourism for the State of Georgia , as well as generate awareness for the event’s beneficiary, the Georgia Cancer Coalition (GCC). Peloton Sports, Inc. developed and managed all aspects of a communications programs for the most recent events. This included developing promotional print materials, website content, monthly newsletters, media relations and a publicity tour with host cities.

Peloton Sports conducted an audit of past media clips and coverage to provide a benchmark for continued success. All public relations activities were challenged to generate more than just media impressions – real success equates to increasing attendance and generating revenue! How was this accomplished?

1. 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.

2. Publicity programs created for the BriarRose Grand Peloton, a fundraiser recreational bicycle ride during the 2006 Tour, produced an estimated $50,000 for the Georgia Cancer Coalition.

3. Media outreach to the Atlanta Journal-Constitution, community newspapers and local television stations helped generate awareness, and ultimately prompt sales, for a limited-edition T-shirt designed by a young cancer survivor. This JERZEES T-shirt was sold with Tour Merchandise during the race and on the Tour website. Sales in just one month generated close to $5,000 for Camp Sunshine .

More Success With Media Outreach:

  • Television Broadcast exposure for the Tour has been secured on NBC with its “Focus on Health” program, The Weather Channel, ESPN & CNN Headline News.
  • Radio Broadcast exposure was secured on NPR and Georgia News Network.
  • Daily Print exposure for the Tour has been secured on sports pages of all national newspapers, including USA Today. Significant coverage has been secured for sponsor messages in BrandWeek, Sports Business Journal, Atlanta Business Chronicle and the Atlanta Journal-Constitution.
  • National and Regional Magazines who have run stories and photos about the Tour include: Southern Living, Sports Illustrated, Bicycling, Competitor, Atlanta Magazine, Sporting Family, Atlanta Sports & Fitness, and various TravelHost publications.
  • Pre-event coverage has increased visibility of the Georgia Cancer Coalition over 25% since 2003.
  • Pre-event coverage has also increased visibility of key sponsors over 40% since 2003.
  • increased from 92.4 million impressions in 2003 to 415 million in 2004! Total print value exceeded $2 million. There was a 171% increase in total print coverage. National coverage increased from 1 out of 7 stories to 1 out of 3 stories.

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 five years to implement targeted, timely media relations to accomplish two main objectives:

1. Generate publicity for the maze as a 3-month entertainment venue that is close to Atlanta .

2. 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 almost 35,000 in 2005.
  • Using a public relations program as an emphasis over advertising, the maze has more than doubled its coverage in local and regional coverage. From 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.
  • The maze has received media exposure in Southern Living, AJC Real Estate Guide, WSB Radio “Lawn & Garden Show”, FOX5-TV Atlanta, Charlotte Observer, Atlanta Parent, Atlanta Magazine, Points North Magazine.

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 less than 10 years old, but was falling short of projected rounds. 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%.

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.