Nature Valley Bicycle Festival

Nomad Marketing is the official Marketing and Sponsorship Activation agency for the Nature Valley Bicycle Festival. We help brand owners take their show on the road.

Summary/Highlights

The Nature Valley Bicycle Festival is one of the most entertaining celebrations of cycling in the United States. Its featured event, the Nature Valley Grand Prix is one of the top 3 professional stage races in North American cycling.

Nomad Marketing provides marketing leadership, strategy and execution for the Festival. Acting as the event’s Marketing Director, Jason Lardy, President of Nomad Marketing leads the branding, strategic planning and communications activities for the event.

Helping the Nature Valley Bicycle Festival expand its reach

Because cycling is one of the country’s most popular recreational activities, the Festival targets a broad and diverse audience. Nomad Marketing used a focused segmentation strategy to develop a broad and effective marketing campaign. The Festival uses a wide range of communication vehicles, from e-marketing to street marketing. The Festival outlined 3 primary goals:

• Increase fan attendance
• Increase Festival visibility and brand recognition
• Maintain clear, consistent branding across target segments

An integrated approach

The Festival’s marketing campaign is executed by a staff of eight media and marketing professionals working with outside design and media relations agencies. Nomad Marketing provides strategic direction, leads the development of the Festival’s collateral and coordinates all Festival marketing communications. Key activities include:

• Brand management
• Collateral development
• Advertising placement
• E-marketing program management
• Event/expo marketing

Consistent annual growth

• 75,000 spectators
• 50,000,000 media impressions
• Coordinated marketing tactics
• Consistent messaging across all media

Image courtesy: Matt Moses/Moses Images