}
# Footer
hook
add_action( ‘wp_footer’, ‘wphelp_mute_all_videos’ );
Challenge
For the first time in its history, the UCI hosted all 13 of its World Championships simultaneously and in the same location—Glasgow, Scotland.
With so many events happening at once, the challenge was how UCI could effectively engage both new and existing fans to capture attention across digital and social media and generate future demand for all cycling disciplines.
The Work
Our work was driven by the insight that while cycling fans’ interests and attitudes differ significantly by discipline, they all share a common passion: a love of bikes.
We established a strong foundation by developing a communications strategy and playbook that aligned the UCI team and stakeholders towards a unified goal:
to become the most engaging cycling event in the world, inspiring millions of cycling fans through exceptional digital coverage.
Our strategy helped guide key decisions for success, defining clear positioning, a value proposition, objectives, and KPIs.
Impact
Our efforts resulted in 90 million video views across UCI’s social media channels, attracted 130,000 new followers, and – more importantly – built the brand for the event, positioning UCI to attract future hosting interest and audiences to the sport.
Whether it was our collaboration at a strategic level, or the on-site coverage and post-event reporting, we have valued Redtorch's expertise but also the creativity, reactivity and teamwork.
Zack Cooper
Digital Content ManagerUnion Cycliste Internationale (UCI)
