Bath | 17.04.2024 | News
Life Time Athletic Events appoints SHIFT Active Media as Global PR Agency for its flagship US events
The international cycling and outdoor marketing agency will spearhead earned communications and on-site media management throughout the 2024 season.
As a leading cycling PR agency, SHIFT Active Media has been selected by Life Time Athletic Events to manage global PR and on-site press office for its flagship cycling events, including Sea Otter Classic, Unbound Gravel and the broader Life Time Grand Prix series.
Starting with the 34th edition of the Sea Otter Classic presented by Continental in April and harnessing its unrivalled industry connections, SHIFT will manage all aspects of endemic media delivery for the US event organiser to increase awareness, drive participation and support ticket sales.
Leaning on their race communications credentials which has seen the agency previously partner with RCS as well as the UCI Track Champions League, the SHIFT PR team will amplify the events as key moments of the international off-road racing calendar, raising the profile of the Life Time brand and contributing to the continued professionalisation of the series. This will include pre-event global, national and regional storytelling, media accreditation, on-site media management and post-event race communications.
SHIFT’s remit for Life Time Athletic Events includes:
"We are thrilled to welcome SHIFT Active Media on board as our PR agency for Life Time Athletic Events. Their extensive experience and passion for cycling align perfectly with our vision to be a global leader in the industry. With SHIFT's expertise, we are confident in our ability to not only enhance our media presence within the United States but also to share the incredible stories and excitement of our world-class events with cycling and sports enthusiasts worldwide." Michelle Duffy Smith - Senior Marketing Director, Events and Retail Marketing - Life Time Inc.
To find out more about Life Time Athletic Events, including the Life Time Grand Prix visit this link.