UCI

The Brief

As Scotland geared up to host the inaugural 2023 UCI Cycling World Championships, we were tasked with raising awareness and anticipation amongst cycling enthusiasts and non-cycling fans across Scotland, the UK, and beyond.

The Work

To maintain a consistent flow of news, we knew we had to capitalise on the key milestones leading up to the Championships.

Our initiatives included illuminating iconic Scottish landmarks in UCl Rainbow colours to mark 'Six Months to Go', and launching ticket sales with then-First Minister Nicola Sturgeon.

To deepen understanding and appeal, we pitched human-interest stories focusing on local cyclists and programs, highlighting cycling's impact on Scotland. This included a live broadcast with BBC Breakfast featuring BMX freestyler and local Scottish rider, Reece Thomson.

We organized a '100 Days to Go' event in Glasgow's George Square, featuring a cycling celebration with Sir Chris Hoy as a special guest.

To garner media support, we organised opportunities for journalists to share our story. We created a guided ride through Glasgow for local journalists, offering them a first-hand experience of the road race route, upgraded cycling infrastructure and cycling venues one week before the Championships. This gained national and international broadcast and print coverage.