UCI WORLDTOUR EVENT - TOUR OF BEIJING
Client: Global Cycling Promotion (UCI event arm)
Project Duration: 4 years (2011 – 2014)
Size of Core Project Team: 6 staff
Jump was engaged by Global Cycling Promotions (GCP), a wholly owned subsidiary of Union Cycliste Internationale (UCI), to manage international communications and media operations for the Tour of Beijing.
Jump delivered a large-scale national and international campaign including the generation of news content for the event website and social media assets as well as international media services, management and operations which delivered worldwide exposure for the event.
From 2011 – 2014 the Tour of Beijing served as a critical step forward in the UCI’s motion to globalise cycling. The inaugural event in 2011 delivered a high-quality race with an all-important Chinese flavour – and the result for those involved was ‘not just a cycling experience’, but the first WorldTour cycling event in Asia.
To watch the evolution of this event and to share their unique experience with the world, Jump managed the attendance of a select group of the world’s leading cycling journalists who were invited to Beijing to cover the race. They were joined annually by additional international media representatives and photographers and over 200 accredited local Chinese media. All were managed in a coordinated program of media services, created and delivered by Jump Media in partnership with the Local Organising Committee.
2014 marked the fourth and final edition of the Tour of Beijing. Many commentators, cyclists and teams expressed a view that cycling would be poorer without a WorldTour race in China.
Project highlights included:
- Creation of the communications function from start-up, including the event website, social media assets, and global cycling database to communicate the event activities.
- Annual strategy development and media operations consultations with the LOC, to ensure a world class media service.
- David Culbert served as a key member of the international project management team alongside world experts in event delivery, cycling operations and broadcast, providing advice and working alongside the Chinese LOC to deliver the event.
- Delivery of the YouTube broadcast, in conjunction with the host broadcaster and UCI, resulting in a record number of views.
- Significant growth and interest in the event and cycling from major Chinese media outlets including China Daily, CCTV, BTV, HiSport and various cycling and recreation magazines.
- Social media platforms received an unprecedented global reach and experienced a 57% increase in Twitter followers and 114% increase in Facebook likes from 2013 to 2014.
- The Tour of Beijing Twitter account reached over 4.2 million cycling fans in 2014, leaving more than 11 million impressions on those followers’ accounts during the event, featuring interaction with teams and rider, stage results, live tweeting and stage photos.
- Comprehensive stage reports, distributed to over 750 international media subscribers, allowing media to accurately and efficiently report on the event regardless of their location across the world.
- Website activity also increased, with a 115% increase in website result page views in 2014 compared to 2013.
- The maintenance of an accessible, resourceful and easy-to-use event website, developed by Jump, to meet the information demands of teams, media and fans alike.
- A successful media operations program that involved full transport arrangements, offsite accommodation, photographer management, mixed zone and general media servicing.
- Management of sensitive issues including the adverse weather conditions that caused one stage to be shortened.
Starting a UCI WorldTour race from scratch is not an easy task. Add the extra challenge of doing it in a country new to professional cycling such as China and it becomes a daunting project. Having Jump Media & Marketing at our side for the four years of the project was a huge asset for GCP and its partners. David and his team helped us with strategic planning, media advice, issues management, event time media operations and overall communications efforts with a quality website, event previews, reports and social media activation. Jump Media & Marketing were key to the international success of the Tour of Beijing, acting in a professional and friendly manner in an often stressful environment. We started the project as partners, and we finished it as friends. This is not always the case and says a lot.
Director, Global Cycling Promotions
Just a short note from a cycling fan (and sports media person) in Denmark who finds your website and facebook page superb! It's really great to follow the events in Beijing from across the globe, and everything is so easy to find - which is not always the case on websites. So please just receive my compliments, pass them on to whomever is responsible and keep up the good work! Med venlig hilsen.
For further information on the Tour of Beijing, please visit: www.tourofbeijing.net