The largest event on Bicycle Queensland’s calendar, The Brisbane to Gold Coast Cycle Challenge has been described as the biggest and best bike ride in QLD. With almost 6,500 people taking part in Queensland’s 100km bike ride last year, 2016 is shaping up to be even bigger and better. The event raises awareness of cycling and the positive health benefits associated with it and has the support of the Heart Foundation. This year’s ride takes place on Sunday the 16th of October 2016.
Bicycle Queensland partnered with Reach Media in the build up to the event to raise awareness of the upcoming ride throughout Brisbane’s inner city. Working closely with the team at Bicycle Queensland, we strategically planned out a campaign which looked to target bike riders within the corporate professional demographic in Brisbane’s CBD. The highly targeted coffee cup campaign was a part of a strong media mix which also incorporated social media and outdoor billboards.