Sport & Entertainment
Getting people in a spin
UCI 2023 CYCLING WORLD CHAMPIONSHIPS
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.
