Building an International Gravel Race Brand for GRVL Events
THE BRIEF
GRVL Events came to 4Seasoncollective looking for a complete solution for media management for their flagship event SBT GRVL and their growing calendar of international gravel events including FNLD GRVL and RADL GRVL at Santos Tour Down Under. SBT GRVL has an impressive media attendance and with the growth of the brand adding two new events over the coming year it was clear the GRVL team needed external help in the form of a hands-on press team.
OUR APPROACH
Each GRVL event would need distinct handling, SBT being an established event has a high media attendance that needed onsite management every year. FNLD GRVL was in its inaugural year and making an impression on the media was of utmost importance to ensure the event could build on a legacy of a premiere first year. RADL GRVL, the most significant gravel launch from the group yet, would need expert handling and co-ordination with the TDU press team. We work alongside the GRVL Events team to respond to dynamic shifts in planning and identify opportunities as they arise.
THE OUTCOME
We created a PR Communications plan that identifies key moments and stories, ramping up to each event. For key launches, press campaigns leveraging the involvement of Valterri Bottas and Tiffany Cromwell to resonate with local and international media were delivered together with a daring video of Valterri Bottas wearing Budgie Smugglers to capture the attention of mainstream and international cycling media.
Sell out of the first flagship GRVL race in Australasia putting RADL GRVL on the map for international gravel races, enticing a wealth of cycling talent from around the world to take place.
THE RESULTS
