Bringing world class track cycling to the UK
Working with British Cycling and the UCI we developed an emotive brand language and campaign to show the shared emotions between rider and crowd. Using words from cyclists and fans to convey the passion, talent and determination they both feel at track cycling championships.
Engaging with new audiences
Our campaign, creative and strategic target marketing delivered engaging content to new “non cycling” audiences. The tone of voice and visuals were chosen to carefully portrait the world class nature of the event, but avoid any feeling of exclusivity. like the Olympics or the World Cup, Track Cycling is a world class sport to be enjoyed by all the family.