“Earning Top-Tier Event Coverage from 5,000+ Miles Away”

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Situation

Tour de France is one of the largest cycling events of the year, but San Francisco-based Strava, the company behind the top running and cycling social networking app in the U.S., did not have the budget to sponsor or attend the event. To reach their core audience of competitive cyclists, it was important for Strava to be part of event coverage.

Strategy

  • Max Borges Agency leveraged data logged by Tour de France cyclists, who uploaded their ride data to Strava throughout the race, to develop unique daily storylines for media pitching.
  • MBA partnered with a local photographer to create exclusive visual content to accompany stories and entice media.
  • The agency identified target journalists who covered the race each year and provided them with daily race updates, content and data only available via Strava.

Results

  • Combined media coverage reach of more than 86.2 million, including top outlets reaching competitive cyclists.
  • New York Times feature story in print and online.
  • In-depth Forbes piece featuring five exclusive Strava photos and race data as well as a follow up Forbes piece featuring new Strava photos to accompany daily race coverage.
  • Ongoing coverage during Tour de France week on Bicycling, Competitor, Velo News, Slowtwitch and other top cycling outlets.

Let's do this!

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