When Yorkshire won the right to host the prestigious UCI World Mountain Bike Cup, our outdoor PR team were asked to produce a strategic communications plan to maximise spectator numbers, generate local community support and achieve a high level of media coverage.
The work to secure the event was the result of a joint bid by British Cycling, Yorkshire Forward, UK Sport and the Forestry Commission. Pelican worked with all parties to create a plan that not only promoted the races to cycling fans, but helped communicate the long-term economic benefits to the area around Dalby Forest in North Yorkshire where the event was taking place.
The event was a huge success attracting over 11,000 spectators. The races were extensively covered by Euro Sport and other European broadcasters, creating a massive promotional platform for the area. The economic impact of the event was substantial with £600,000 generated for the local economy.