In support of Haute Route’s existing efforts, we would suggest another layer, squarely focused on driving registration using a mix of digital media tools, targeted advertising and PR to reach the target consumer in a condensed period of time. Key strategic elements would include:
Endurance sports participants in the U.S. rate proximity to events the #1 factor in their decision to participate, making Colorado residents, who also happen to be among the country’s most avid and most fit cycling enthusiasts, the primary targets.
Appealing to the Challenge Seekers
Who are the people willing to take on an epic seven day race less than three months away? They are challenge seekers who place a high value on life experiences. They are driven by adrenaline, emotion and a desire to live life to the fullest. The Haute Route experience massively appeals to these sentiments and will be a key driver in campaign messaging that will move people to action.
Leveraging and Enhancing Haute Route’s Existing Assets
Stunning photography, beautifully shot videos and powerful testimonials are plentiful in the Haute Route arsenal of content. They will be heavily incorporated to better tell the Haute Route story and create compelling digital marketing assets.