Case Study

Prudential – Ride London

BACKGROUND

The inaugural Prudential RideLondon is a world-class annual two day cycling festival developed by the Mayor of London and his agencies in partnership with Surrey County Council and sponsored by Prudential.

 

OUR THINKING

To raise awareness of Prudential’s sponsorship in the weeks leading up to the event, amateur cyclists participating in the 100 mile challenge were enlisted to act as spokespeople to discuss the good causes they were raising money for.

 

RESULTS

ON secured a total of 22 items of broadcast coverage. Highlights included a live interview with Prudential RideLondon Ambassador Laura Trott on BBC London TV, interviews on Sky News Radio and 10 regional BBC stations.