bathurst cycling classic
Dubbed the “Cycling Miracle of NSW”, the Bathurst Cycling Classic draws over 2,500 cyclists from across Australia on their annual event.
Bathurst Regional Council wanted to increase participation in Bathurst Cycling Classic, and raise awareness of a of a world class cycling event in Bathurst.
Requiring a Digital Marketing strategy and execution across Search, Social and Video channels, they engaged Murmur to create the Campaigns that would lead to success.
We built a Campaign structure across Facebook and Google that allowed us to test a range of cycling audiences, using interests and behaviours that our Planning team identified.
Creating a number of different video length formats allowed us to successfully prospect and then retarget with an engaging medium to drive results.
We were able to scale investment by setting a CPA target, identifying which audiences were responding best in order to achieve the CPA’s, and then upweight against those audiences.