ABOUT THIS PROJECT

Since 2013, Black Dot has been driving the media outreach and engagement campaigns for the OCBC Cycle event.

Established in 2009, OCBC Cycle has grown in stature to become a mass participation cycling extravaganza. Every year, the event aims to welcome large numbers of new or inexperienced riders and introduce them to the burgeoning cycling community, while also drawing more seasoned cyclists. The event has relatively short distances for each ride category, and seeks to introduce a range of novelty activities in the lead-up to the main day.

STRATEGY

The objective of the PR efforts looked to build on the public’s perception that the OCBC Cycle is the only mass-participation cycling event that brings riders of all competencies together to ride on closed roads.

In order to appeal to riders of all competencies, Black Dot reached out to sports and lifestyle journalists of national broadcasters and print publications, as well as key opinion leaders to present the narrative that the OCBC Cycle is driven by the community, for the community. In catering to more serious cyclists, and long-time registrants, Black Dot curated media stories that highlighted the fervent cycling culture among PMEBs and cycling clubs, to highlight the exhilarating competitive aspect of the events.

OUTCOME

News reports highlighted the spirit of camaraderie within the Singapore cycling community and this was met with mainly positive remarks on social media, when these articles were shared online.

Across the span of 5 years, the event has successfully garnered more than $1 million in PR value every year. This consists of regular news coverage across all the mainstream news publications each year – The Straits Times, The Business Times, The New Paper, Lianhe Zaobao, Mediacorp News and Today.