Haute route north america
When Haute Route, the world's most prestigious multi-day cycling series for amateurs launched three North American events in 2018, we were charged with translating the vision of an established, high-end European brand to a new U.S. audience. Despite the brand’s global following, awareness in the U.S. was either low or muddied with misconceptions. Haute Route was perceived by many as too difficult, too competitive, and too intimidating for the average cyclist.
We addressed these issues head on with a comprehensive media and content strategy that both honored Haute Route’s tradition as an epic athletic challenge and demonstrated its broad appeal as an experience created for anyone with a passion for cycling.
Putting the event experience at the center of our campaign, we dug deep into what drove the most brand’s most loyal customers and brought them to life with content that would deeply resonate with our target audience. Each day, we distributed a :60 vignettes and 100 + images that captured the brand’s true spirit, while integrating key event partners. To boost social sharing, these assets were delivered same day to each participant via mobile, which more than tripled organic reach from event to event and directly increased website visits.