Case Studies

Union Cycliste International (UCI)

The brief

The Union Cycliste International (UCI) is the governing body for cycling worldwide. As part of its efforts to grow cycling worldwide UCI wanted to take steps to further improve its relationships with (potential) host cities. Our team of experts were asked to review how international cycling events are marketed and promoted to potential host cities around the world.
Our response

Over a period of six months, we assisted the UCI in reviewing the positioning of its events towards cities as well as the bidding process. The first phase of the project consisted of research and analysis regarding the events’ bidding positioning and strategic recommendations for UCI regarding the development of a bidding concept that is attractive for host cities and meets their needs in terms of event hosting and social objectives. During the second phase of the project, we supported the UCI in further strengthening the on-going communication made to cities with the aim of increasing interest from cities, big and small, in hosting international cycling events.

From the Client

“Host cities are invaluable partners for us. The experience of our experts, their understanding and global network of city contacts has been invaluable and I am confident that with their help we are taking the right approach as we move forward.”

Cyrille Jacobsen Marketing Director, UCI
Lausanne, October 2015

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