eMTB Challenge TweedLove Activation
With an appetite to reach a broad audience of both eMTB enthusiasts and other ebike-curious consumers in the UK, our mission was to gain national coverage for Bosch eBike Systems by leveraging this unique eMTB riding competition and consumer event at TweedLove, Scotland.
We had the cycling media covered, and so the challenge was to reach the Great British public and show them just how exciting electric-assisted mountain biking can be. To do this we needed to capture the attention of mainstream media, and not just the key mountain bike titles.
Through a series of informative pre and post-event press releases, and media invitations to participate in the event, we generated content across online and broadcast about the UK’s latest and greatest eMTB event – the eMTB Challenge at TweedLove, and Bosch’s sponsorship of it.
We produced official invitation gift packs, attracting both endemic and non-endemic media to create content relating to the Bosch event, from three weeks out. Then three days before the event took place, we arranged for Mike Bushell – sports presenter on BBC Breakfast, the UK’s most-watched breakfast TV show – to join us in Scotland and ride part of the course.