The Ride High Country 2018/19 campaign has landed in Melbourne in big way.
Kicking off during the first week in October, the TNE driven campaign takes a multi-pronged approach to strategically marketing the High Country as Australia’s Number 1 cycling destination.
The campaign is making its mark around the inner city with over 30 supersite billboards in key strategic Melbourne locations and 10 bus backs which will be seen on key arterial routes in the eastern suburbs.
During the peak Christmas/New Year period from 24 December until 22 January, Ride High Country will take over the Qantas domestic and multi-airline terminals, where arriving passengers will be greeted by a huge Ride High Country billboard outside and within the terminal, inspirational video footage displayed on screens. Passengers flying with Virgin airlines during December will also see a multi-page Ride High Country feature story in the inflight magazine, Voyeur.
Digital display advertising has been placed with key cycling lifestyle and news media including Fairfax online, News.com and 9Now as well as video on demand, across SBS, Foxtel, 9Now, Tenplay, 7Plus and Youtube. Website, social media and search engine marketing managed by TNE’s digital team will round out the campaign.
Print advertising is being rolled out in key print and online cycling magazines supporting PR opportunities through the 2018/19 cycling season.
In addition, the campaign comprises:
– strategic marketing alliances with key industry partners such as MAP.cc – Melbourne’s Cycle Clothing brand
– Ride High Country branded stands at cycling events and expos
– Database acquisition and communication to stakeholders
– RHC social media and events ambassadors featuring three local athletes currently on the world cycling stage – Paul Van Der Ploeg, a MTB world champion from Mt Beauty; Tegan Atherstone, a junior national MTB champion from Bright; and Aaron Gungl, a junior MTB national champion/world champion representative from Wandiligong
– Free 7 Peaks hosted rides with RHC ambassadors, The Soup Boys, aimed at helping inexperienced riders gain confidence tackling the peaks
– RHC road signage program with VicRoads in development
– A co-operative marketing partnership with Visit Victoria
The 2018/19 cycling season officially opens 28 October with the start of the Ride High Country-7 Peaks challenge.