Ride Across Britain is one of the most prestigious ultra’s in the UK. Riding from Lands End to John O’Groats, cyclists can participate in stages or complete the route in whole with support maintained throughout the entirety of their journey. This event is one of those once in a lifetime achievement types and is well worth every penny.
Digital Playmakers assisted in delivering Ride Across Britains performance marketing campaigns. With the main objective of filling race registrations across all stages of the event, including charity entries.
In order to participate in such an event, participants are advised to do some form of training preparation. and depending on how many stages of the event you do the more training you are likely to undertake. With careful messaging, advertising for Ride Across Britain needs to happen well in advance of the event in order to overcome these key barriers to participation.
This is not a cheap event and rightly so. The logistics and admin required to put on an event of this size and nature is astronomical. It is a once in a lifetime event and prospective customers require a significant amount of nurturing along the marketing funnel.
Unfortunately, covid has not completely disappeared. Ride Across Britain’s high entry price and considerable training efforts required for individuals is a challenge in itself to market. Combine this with high levels of doubt and risk of the event actually taking place made marketing the event even more challenging.
Ride Across Britain is a truly unique event and the results matched this. The event was huge a success with Digital Playmakers performance marketing campaigns hitting cycling and endurance sports enthusiasts almost six million times!
Bespoke creative was tailor made for each segment of the marketing funnel. With adverts created to increase awareness, consideration and conversion metrics. With a high number of barriers to participation, as outlined above, we had to think long and hard about the messaging for Ride Across Britain. You don’t want to make the event seem impossible to complete but you also want to attract those who are looking for a challenge to overcome, whilst also not positioning it as a ‘cycle in the park’.
Threshold Sports’ considerable experience in putting on events like this combined with the stunning scenery of the ride itself, ultimately makes marketing events such as this a real dream. With close to five star reviews for every event they’ve ever ran. We capitalised on this by creating a series of content based on social reinforcement.
Perhaps you or your team fancy a once in a lifetime challenge… then why not check out Ride Across Britain!
