West Cary Group Tapped to Market 2015 UCI Road World Cycling Championships

West Cary Group has been chosen as a strategic partner of Richmond 2015, the committee responsible for organizing next year’s UCI Road World Cycling Championships (the Worlds). The elite sporting event will be held Sept. 19–27, 2015, in and around Richmond. We will provide ongoing marketing support through a host of communications channels including digital, direct and social.

“More than 450,000 spectators are anticipated to attend the Worlds and more than 300 million people will watch,” says Moses Foster, president and CEO of West Cary Group. “This gives our agency millions of opportunities to craft memorable brand impressions that both honor the prestige of the event and advance our region’s identity as a world-class destination. We’re going to capitalize on each impression by employing creative strategies rooted in data.”

The Worlds is one of cycling’s pinnacle events. For nine days, athletes from across the globe compete in disciplines like the traditional road race, the individual time trial and the team time trial. In February, Richmond 2015 unveiled the courses on its website. The Worlds is covered by more than 500 media outlets around the globe and is broadcast live to an international audience.

“The main reason we partnered with West Cary Group was because of the breadth of their capabilities,” says Lee Kallman, Richmond 2015’s vice president of marketing and business development. “They have established a reputation for moving seamlessly through a variety of marketing channels — from digital to print to social — and we need to take advantage of them all. It’s nice to find an agency with multiple service offerings like this right here in Richmond. We’re looking forward to partnering together.”

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