Half Way to a Billion

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It feels like only yesterday when the Rule 5 team, British Cycling and riders from 42 nations congregated at the Lee Valley VeloPark in London for the 2016 UCI Track Cycling World Championships.

The biggest track cycling event of its kind in the modern era, over 52,000 spectators descended upon the capital for five days of action-packed racing to see Great Britain’s track stars, including Sir Bradley Wiggins, Mark Cavendish, Jason Kenny, Owain Doull, Laura Trott and Becky James, compete against the world’s best for the coveted rainbow jerseys and the chance to gain crucial qualification points for Rio 2016.

A team of five worked shifts throughout the week to manage two full service press rooms and produce live social media content on Twitter and Facebook. The social media campaign incorporated engaging video content and photography with new technologies and platforms helping us reach an astonishing global audience approaching half a billion impressions on social channels.

Medal wins from Great Britain’s men’s and women’s team pursuit teams, plus Laura Trott in the omnium, Jon Dibben in the points race and Sir Bradley Wiggins and Mark Cavendish in the Madison on the final day of racing provided electrifying content.

A single image of Sir Bradley Wiggins kissing the forehead of Mark Cavendish after their gold in the Madison event gained 8,887 likes on Instagram, was shared 147 times on Twitter and 233 times on Facebook.

Social coverage was monitored using Facebook Insights and Tweet Binder, which allowed the Twitter statistics to be tracked in real-time. Over 62,000 tweets used the hashtag #TWC2016, reaching 68.9 million people and generating 434,185,086 impacts.

Pre-event, live and post campaign conventional activity saw coverage in all of the UK’s national broadsheets in addition to widespread consumer, cycling and regional media totalling almost 300,000 impressions.

Track World Champs £200k Legacy Programme

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The organisers of the forthcoming 2016 UCI Track Cycling World Championships (2-6 March) have announced a £200,000 legacy programme to bring cycling to local schools and hard-to-reach communities and get East London pedaling towards improved fitness.

The inclusive programme, which is funded by Sport England through the Major Events Engagement Fund and provided by Lee Valley Regional Park Authority in conjunction with British Cycling, London Sport and London Legacy Development Corporation (LLDC), was unveiled at a press event at Lee Valley VeloPark, hosted by Rule 5.

The legacy programme rides on the back of the world championships and aims to maximise the opportunity that this major sporting event provides for increasing activity in cycling. The sport will be made more accessible to disability groups, young people, older residents and community groups in the Boroughs of Hackney, Newham, Tower Hamlets and Waltham Forest.  Key components include:

  • A targeted approach to increasing the number of young people in the sport with the Cycling Ambassador Programme.
  • Development of the next generation of track stars with the appointment of a qualified British Cycling Go-Ride coach.
  • Partnerships with local health providers and a wide range of activities aimed at improving general fitness via Cycling for Health.
  • Investment in adapted cycles and sessions at Lee Valley VeloPark for people with disabilities.
  • Tickets for the 2016 UCI Track Cycling World Championships provided for participants in the legacy programmes.

Jonny Clay, Cycle Sport and Membership Director at British Cycling said, “We are sure that the legacy programme will be a tremendous success and a valuable source of advice and knowledge for the growing numbers of people who want to take part in the sport.

“Ensuring a participation legacy is a key part of British Cycling’s major events strategy. That is to say, we judge the value of events on their capacity to inspire people to get more active by getting on their bikes more often.”

Tickets for remaining sessions of the 2016 UCI Track Cycling World Championships are available via Ticketmaster. Hospitality packages with dining in the centre of the track are also available.   For further event information visit www.trackcyclingworlds2016.london/tickets/

Pictured: CEO of Lee Valley Regional Park Authority, Shaun Dawson, and Legacy Programme ambassador, Sidney Schuman

Picture credit: Eleanor Bentall

World-Class Cycling Win

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We’re delighted to have won a competitive pitch to promote the 2016 UCI Track Cycling World Championships in London.

The highly anticipated event, which takes place March 2-6 at Lee Valley VeloPark, is the biggest track cycling event to be hosted in the UK since London 2012 and will see Olympic and world champion riders from across the globe descend on the capital city.

It is the final major international track cycling event to be staged ahead of the 2016 Rio Olympic Games with British sports fans encouraged to get behind the Great Britain Cycling Team and support athletes in their race for the rainbow jersey, awarded to world champions of the sport. Rule 5 is responsible for both pre and live event communications with a focus on driving tickets sales and audience involvement.

Speaking on the appointment, British Cycling’s cycle sport and membership director, Jonny Clay, said: “This is a significant brief and saw all invited agencies challenged to demonstrate how they would raise awareness of the event, engaging national and international audiences before and during the championships next year.  Rule 5’s enthusiasm, knowledge of cycling and experience of delivering sports events combined with a clear and worked-through strategy set them apart from the competition. We’re looking forward to seeing plans come to fruition and collaborating with the team on the delivery of what promises to be a truly outstanding event.”

Rule 5 Managing Partner, Rob Brown, added: “We have worked on major sporting events since the agency launched in 2012 but they don’t get much bigger than the world championships and we’re thrilled to be involved.”

Rule 5 was track centre recently for the 2015 British Cycling National Track Championships, testing out processes and gathering exclusive rider content ahead of the world championships. The team will be based at Lee Valley VeloPark throughout the event, responsible for all UK and international press, as well as reporting live through the event’s social media platforms.