Cyclists in various colorful jerseys ride bikes in an organized event. They are passing through an area with banners and a gazebo on a cloudy day. One cyclist is wearing an event number 7788.
A group of cyclists rides on a wet, reflective runway. A white private jet is parked in the background. The sky is overcast, and the cyclists wear helmets and activewear.
A cyclist wearing a helmet and green jacket rides under a banner that reads "The Princess Margaret Northern Pass to Conquer Cancer." The event is supported by Laurent Charitable Foundation and Pass It Along Foundation. Lush greenery surrounds the area.
Four cyclists ride their bikes on an airfield in front of a large private jet. The sky is overcast, and trees are visible in the background.

Driving Event Registrations

Client Profile: Velo Creative took on a pro-bono project for The Northern Pass, a charity ride dedicated to cancer research, with the goal of increasing registrations for their annual event. Driven by a personal connection to cancer and a commitment to giving back, Velo Creative partnered with Havas, the marketing agency of The Northern Pass. The unique aspect of this collaboration was Velo Creative’s team’s active participation in the Northern Pass ride for the second year in a row, raising over $5000 for cancer research. The partnership is ongoing, reflecting a deep commitment to supporting the cause.

Objectives: The primary objectives of this collaboration included increasing event registrations for The Northern Pass’s charity ride, developing an effective remarketing strategy, particularly on YouTube, to target users who had previously visited the event website, and providing pro-bono support to a cause that holds personal significance, with the added commitment of active participation in the charity ride.

Strategy: Velo Creative devised a comprehensive ad strategy, collaborating closely with Havas to maximize impact. The strategy included precise audience targeting, engaging ad creatives that highlighted the event’s significance, and a strong emphasis on the unique collaborative effort. Additionally, a strategic remarketing approach, focused on YouTube, was developed to recapture the attention of users who had previously visited The Northern Pass’s website. Furthermore, Velo Creative’s team actively participated in the charity ride, raising over $5000 for cancer research and solidifying their commitment to the cause.

Results: The collaboration between Velo Creative and The Northern Pass produced meaningful results. Registrations for the charity ride increased significantly, indicating the success of the ad strategy. The YouTube remarketing efforts effectively re-engaged users who had previously visited the event website. The ongoing pro-bono support and active participation by Velo Creative’s team have contributed to The Northern Pass’s achievement of raising over $1 million for cancer research.

Key Takeaways: This case study highlights Velo Creative’s dedication to leveraging its digital marketing expertise to make a positive impact on meaningful causes. The success of the partnership with The Northern Pass demonstrates the potential of a strategic ad approach and active participation in supporting a vital mission like cancer research. Velo Creative remains a proud and committed partner in this ongoing endeavour.

Testimonial: The Velo Creative team came to us with a strategy of leveraging existing content to reach audiences who have showed interest in our event by visiting the website; creating a meaningful touchpoint on the path to conversion.

This remarketing strategy underpinned existing media, building a well-rounded campaign, and ultimately helping us reach record registrations and an unprecedented $1,000,000 in fundraising revenue for the 2023 Northern Pass.

The Princess Margaret appreciates Velo Creative’s commitment to the cause by offering this support as pro-bono which allowed more dollars to go directly to conquering cancer in our lifetime.

Category
Event Promotion, Paid Advertising