Tour of Britain 2023 - Communication
COMMUNICATIONS STRATEGY
The arrival of the Tour of Britain, and the announcement that it will both start AND finish in Felixstowe meant that the County had a fantastic opportunity to maximise on the benefits. These include increased numbers of visitors to the opportunities for businesses to attract new customers and passing trade and an uptake in cycling interest.
To make the most of this a Comm’s strategy was created and I worked with Suffolk County Council to put in place identifying key moments over the coming months. Press releases and articles were then prepared and distributed across channels and departments with key contacts and media partners kept informed.
We also ran a ‘Big Reveal’ social media campaign to announce that the Tour would be both starting and finishing in Felixstowe and the stage sponsoring partner Motion Mapping projected images onto local landmarks.
During the week of the reveal website traffic increased 407%, Facebook posts reached 24,095 accounts. The best performing Facebook post (Orwell Bridge reveal) reached 11,386 accounts and had 157 reactions.
PR LINKS:
https://www.eadt.co.uk/news/23676484.race-locations-announced-suffolk-tour-britain-stage/
https://www.bbc.co.uk/news/uk-england-suffolk-66069640
Image: SWPix