1
 A cyclist in a red and white Canadian jersey with a maple leaf design stands smiling. She wears a white helmet and is surrounded by other cyclists and spectators in an indoor track cycling arena.
2
 A person wearing a blue and white "UCI VIDEO RADIO" vest walks indoors on a track, carrying a camera. Other people and indoor signage are visible in the background.
3
 A cyclist in a red and white jersey with "Global Relay" sits at a table labeled "Mathias" being interviewed by a man holding a microphone. Cyclists speed around the indoor track in the background.
4
 A person wearing a shirt with the text "Just Another Cycling Studio" stands overlooking a velodrome track. Cyclists in red uniforms race on the curved wooden track. The venue has banners and seating areas in the background.

Client Profile

Cycling Canada is the national governing body for competitive cycling, responsible for the development and promotion of the sport across the country. They oversee national cycling events, support Canada’s Olympic and Paralympic athletes, and work to strengthen the cycling community through leadership and innovation.

Content

Objectives

Cycling Canada partnered with Velo Creative to create compelling video content that would:

1. Highlight the excitement and professionalism of the Tissot UCI Track Nations Cup held at Canada’s premier velodrome in Milton, April 12-14, 2024.

2. Showcase the “Try the Track Day” experience, where Olympic athletes guided first-time velodrome riders.

3. Develop several versatile pieces of content to elevate brand visibility, engage audiences, and support Cycling Canada’s premier partnerships.

Strategy

Velo Creative designed a video production approach to capture the dynamic energy of the Tissot UCI Track Nations Cup and the intimate, engaging moments of the “Try the Track Day.” Using high-quality equipment and strategic on-site planning, we filmed live action, behind-the-scenes content, and athlete interactions to authentically tell the story of both events. The content was crafted to resonate with cycling enthusiasts, potential velodrome users, and Cycling Canada’s partners, ensuring alignment with their broader marketing goals.

Results

The project delivered multiple pieces of versatile, high-impact content that Cycling Canada utilized across social media, their website, and partner channels. The videos received strong engagement, with significant increases in likes, shares, and comments compared to previous campaigns. Cycling Canada’s premier partners expressed satisfaction with the visibility and quality of the “Try the Track Day” content, fostering stronger collaborative relationships.

Key Takeaways

• Event content amplifies engagement: Capturing the vibrancy of live events like the Nations Cup connects with audiences and builds excitement.

• Storytelling enhances brand impact: Showcasing personal, interactive moments between Olympic athletes and first-time riders fostered relatability and community connection.

• Strategic partnerships benefit from tailored content: Creating dedicated content for Cycling Canada’s partners strengthened their brand partnerships and showcased mutual value.

Category
Event Promotion, Video Production