CREATIVE DIRECTION / CONTENT PRODUCTION / SOCIAL MEDIA STRATEGY / 360 MARKETING STRATEGY / INFLUENCER MARKETING

Leading the marketing for the Amgen Tour of California, a 1-week WorldTour cycling race, we had the opportunity to lean into many new areas of marketing, allowing fans to explore the brand in a year-around capacity. Our focus was to push relevancy through cycling tourism and California’s iconic destinations in parts to support race-week awareness and tune-in. The campaign delivered 162 videos, 73 articles, 162 e-newsletters, 141 million social media impressions, 15 outdoor media buys, 8 media partnerships, and 8-person team; annually resulting in higher exposure and larger partnership opportunities.

Each year the team managed to deliver grassroots team support to 30+ events and activate 16 key market communities across California.