For the last five years Santa Rosa has created meaningful partnerships with local print, television, and broadcast media who enthusiastically embraced the event. We were able to form win-win partnerships to saturate the market with promotion of the race and created opportunities to engage the public.
In 2010 we leveraged these relationships months ahead to build excitement about the race. We are fortunate to have a signature event, Levi Leipheimer’s King Ridge Gran Fondo, which engaged the local media well in advance of the May event.
We look forward to working with AEG in 2011 on new innovations and to keep our place on the tour as one of your most hospitable and enthusiastic cities.
The following is our 2010 Amgen Tour of California Marketing and Public Relations Summary. If awarded a stage in the 2011 Tour we anticipate using and expanding upon the same plan.
PRINT
The Press Democrat
- Two special pull-out sections on Friday, May 14, and Sunday, May 16, before the Santa Rosa stage on Monday, May 17.
- Full page and quarter-page print ads
- On-line presence for both ads and special on-line articles
- Numerous articles (see media spreadsheet for 2010)&c
Savor Magazine
- Full page ad in magazine distributed semi-annually in both The Press Democrat and Bay Area subscriptions of The New York Times
RADIO
Maverick Media
- KFGY – Froggy 92.9
- KGVR – The River 97.7
- KXFX – The Fox 101.7
- KSRO – News Talk 1350AM
- KMHX – The Mix 104.1
Agreement for all stations included:
- :30 and :60 second commercials, PSA’s, promotional mentions
- Live and pre-recorded interviews pre-race; promotional giveaways
- Live interviews on race day
- Live broadcast from the finish by KSRO
- Promotional booths at the festival from Froggy, Mix, River, and Fox
Redwood Empire Stereocasters
Agreement for all stations included:
- Purchase of 5,000 cowbells to be distributed through local merchants and restaurants, and on race day from their festival booth
- commercials, PSA’s, promotional mentions
- Live and pre-recorded interviews pre-race; promotional giveaways
- Live interviews on race day; 4 hour morning show dedicated to race; reporter calling in live reports throughout day
- Promotional booths at the festival
- Mentions throughout race day driving traffic to the finish and highlighting local restaurants and activities
Wine Country Radio
- KRSH – The Krush 95.5
- KNOB – BOB FM 97.3
- KSXY – Y100.9
- KXTS – Exitos 100.9
Agreement for all stations included:
- National anthem contest marketed on-air and on-line (station web sites and social media outlets) on 3 stations. 24 serious contestants (many more non-serious) competed at a local pub. Videos of the top 5 singers posted on station web sites garnered 2,247 unique votes. Contest postings also perpetuated on Facebook.
- :30 and :60 second commercials, PSA’s, promotional mentions and giveaways
- Promotional booths at the festival from The Krush, BOB FM, Y100.9
WEB-BASED OUTREACH
On-Line Newsletter
- Two on-line monthly (April and May) newsletters, and numerous Tour updates promoting local aspects of the Tour were emailed to over 700 opt-in emails.
Web Site and Social Media
Created new local web site and new year-round fundraising site
Created Facebook and Twitter accounts - with 1,100 fans and followers:
MEDIA EVENTS AND RELEASES
- Levi’s King Ridge Gran Fondo – Tour fundraiser
- Host City announcement
- Route announcement
- Team announcement
- Events and activities announcement
SPEAKING ENGAGEMENTS
- SIRS group
- Santa Rosa Cycling Club Executive Committee and general membership meeting
- Chamber Board meeting:
- Kiwanis Club
- Rotary Clubs
- Sonoma County Bicycle Coalition monthly membership meeting
EDUCATIONAL PROGRAM
- Collaborated with the Sonoma County Bicycle Coalition on a “Bike to School” campaign and contest with local high schools
- Worked with our Safe Routes to School Program and the Santa Rosa Police Department’s outreach program coordinator on bike safety initiatives and an on-site presence
ANCILLARY EVENTS
- Levi Leipheimer’s King Ridge Gran Fondo: A recreational ride for 3,500 participants to raise money for the Local Organizing Committee (LOC). The event was hosted by Levi Leipheimer and attended by other pro cyclists and celebrities. This was an excellent opportunity to promote the ATOC and Levi’s star power as the Three-Time Champion.
- INTERBIKE: Levi appeared at Interbike to promote the ATOC as well as the Gran Fondo
- Community Based Events: including
- Community rides held by local clubs, teams, and bike shops occurring over the weekend before and on the morning of the Stage 2 Finish
- The Rose Parade – historically held on the second Saturday of May, this year’s Rose Parade coordinated with the LOC and themed the parade “Rose Pedals”
- Elected Official’s Commuter Obstacle Course – put on by The Imaginists Theater, featuring local elected officials and VIPs
- Fourth Street After Party featuring GoldSprints and the raffling of ATOC-related items
AEG ASSETS UTILIZED
- TV and radio
- Commercials
- Poster art
- Flyer art
- Print art
- Logos
- Web banners
SPECIAL PROMOTIONAL PARTNERS
- Clover Stornetta: Milk Carton promotion
- Sonoma County Tourism Bureau: Media room and PR assistance
- Sonoma County restaurants and wineries: assistance with media room and VIP gifts, and staff meal voucher program
- Bike Monkey/VeloStreet: in addition to the Gran Fondo Bike Monkey/VeloStreet assisted with sponsor management and deliverables, and other ancillary events.
COMMUNITY OUTREACH
- Local Chambers and CVB’s: Material distributed to them disseminated to their members.
- Flyers and Posters: Placed along the route within City limits with emphasis on the Downtown.
- Utility Bill Insert: Race info distributed via mail to 60K households