When the 2016 Tour of Britain rolled into Bristol it promised to be the biggest single day of sport in the city’s history – and 42group was happy to come along for the ride.

The Tour of Britain is the UK’s premier cycling race welcoming some of the world’s best cyclists including household names like Bradley Wiggins and Mark Cavendish.

At 42group we’re massive cycling fans, so working with the Tour of Britain was a dream come true. We were asked to provide content support for the race. That involved social media, PR, online and digital content for the local website. If it involved words, cycling, Bristol and the Tour of Britain we were there.

The Tour of Britain involves a large number of stakeholders, so we found ourselves working alongside Active Bristol, Bristol City Council and lead sponsor OVO Energy (more about them later) to help them tell the story of the race when it came to Bristol, the impact on our city and how people could catch the action.

When the race finally rolled into the city it was bigger than all of us expected. It’s hard to get accurate numbers, but its clear that hundreds of thousands of spectators joined the hundreds of millions of TV viewers in enjoying the day’s two stages.

Working with the Tour throughout the summer, we were a key part of the team that brought the spectacle to our streets.

During the day, we didn’t spend the whole time enjoying the racing, we were on hand to deal with whatever needed to be done on the day. That included traditional stuff like managing social channels to grabbing GCN’s Matt Stephens at the last minute for an impromptu interview before he launched OVO Energy’s Pedal Power ride.

Words are great (they’re what we do best) but it all comes down to impact and we had that to.

Our efforts help double the number of Twitter followers, helped the race gain press coverage regionally and nationally and ensured that spectators experienced an incredible day of racing.

On what turned out to be one of the proudest days in the history of our city, all of us at 42group were proud to have played a small part in its success.


Cycling, Home


October 17, 2016

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