“Appreciate all the time and work you and your crew put into this. We have never had so much coverage in regards to women’s cycling and then event before.”

– Mark Drehlich, Participation Manger, Cycling Victoria

The client:

Cycling Victoria, the peak governing body for organised, recreational and competitive cycling in Victoria, engaged Square One PR to promote their annual Festival of Women’s Cycling. The festival involved a number of ride events that took place on one day throughout Melbourne and regional Victoria. The event aims to increase awareness of different opportunities for cycling that are provided for women. These opportunities include; road, track, cyclo-cross, mountain bike and BMX racing, as well as recreational riding, commuter riding and social gatherings.

What was involved/The challenges:

  • Multiple stakeholders, including Cycling Australia
  • Finding the human stories behind the event, profiling female cyclists
  • The topic also had to be managed sensitively – while Cycling Victoria had identified many barriers to women participating in cycling we had to be careful not to alienate women by lecturing or focusing too much on negative messaging.

    The results:
    This was a short 1.5 month campaign, and in that time we achieved great results, including 2 x pieces in Herald Sun and a feature segment on ABC radio.

    Total media hits: 30
    Reach …
    Online: 7.68M audience
    In print: 2.85M readers
    Radio: 716k listeners
    Social: 500k+

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