Cape Town Cycle Tour (CTCT) is the world’s largest timed cycling event with 42,500 entrants contributing roughly R450m to the local economy annually. We have proudly handled the brand and reputation management, crisis communication, media relations, social media, and on-site media centre logistics for this iconic event for over a decade. Since 2009, we have also been helping to raise its international profile and, in 2013, we introduced a record-setting social media element to the communications mix.
Over 100 local and international media are hosted in our media centre and along the route each year. This part of the campaign involves creating and equipping a well-positioned physical location with workstations, soundproof booths, broadband access, telephones, and more. Pre-publicity starts 10 months prior to race day and includes working with sponsors and their agencies to optimise investments through editorial exposure. In the days before the tour we ensure seamless media accreditation and, on event day, we deliver world class media liaison and logistics – including the co-ordination of 20 motorbike riders to transport media to and from locations along the route – to maximise credible exposure. Post-event media relations precede an exhaustive campaign review for our client, the Cape Town Cycle Tour Trust (CTCTT) and its sponsors.
Crisis communications and reputation management: A week before CTCT 2015, Southern Peninsula fires closed large sections of the traditional 109km route, threatening the event with cancellation. Four days before race day, the CTCTT and its stakeholders decided to stage a vastly shortened 47km circular route. We immediately deployed a strategic, large-scale crisis communications campaign – the “Showyoucaresolidarityride” – to inform all entrants and event stakeholders on the revised plans for race day. Our campaign generated widespread goodwill for the CTCT brand, and it united participants on the day to salute Cape Town’s heroic fire fighters and volunteers. It also ensured that CTCT 2015 retained its position as the world’s largest timed cycling event.