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Tour of Britain Stage 3

Creating the perfect stage to promote Britain’s biggest sporting event.
Here's what we did

For the launch, Thrive created a unique identity for Stage 3 of the race incorporating the distinctive wheatsheaf of the Cheshire East logo, together with phase 1 of the website carrying basic details including where to stay and what to see for visitors to the county.

Phase 2, with the finalised route, incorporates much more detail, including an interactive map with elevations, best spectating points and even Google Street View integration. Various other initiatives for the event include promoting sponsorship opportunities for local businesses and specific engagement packages for local schools…with materials created by Thrive, of course.

What we did
  • Strategic planning
  • Branding
  • Integrated campaigns
  • Design
  • User experience
  • Website and apps
The Challenge

In September 2016, the Tour of Britain – the country’s premier cycling road race, and its largest annual free-to-spectate sports event – visits Cheshire East for the first time. To promote it to visitors, residents and local businesses, Cheshire East Council needed a website – and fast, as it needed to go live when the route for the event was launched. So, Thrive raced to the rescue…

The Solution

For the launch, Thrive created a unique identity for Stage 3 of the race incorporating the distinctive wheatsheaf of the Cheshire East logo, together with phase 1 of the website carrying basic details including where to stay and what to see for visitors to the county.

Phase 2, with the finalised route, incorporates much more detail, including an interactive map with elevations, best spectating points and even Google Street View integration. Various other initiatives for the event include promoting sponsorship opportunities for local businesses and specific engagement packages for local schools…with materials created by Thrive, of course.

The Results

Over 300,000 spectators (highest stage attendance alongside London), 63% of spectators were from outside Cheshire East.

The stage generated £5.45m of gross economic activity for UK and the net economic benefit direct to Cheshire East was £3.5m.

59% of spectators inspired to cycle more often.

93% recognition of Cheshire East Council as Stage sponsor.

1.23m viewers for Stage 3 on ITV4 (2nd highest stage viewing fig).

Glenigan Tour of Britain Stage 3

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