Air to the Throne x JEEP
Created the UK's largest freestyle mountain bike contest to align JEEP with mountain bike enthusiasts
About This Project
We developed the Air to the Throne concept to give a compelling reason (on top of all the great brands in attendance) for mountain bike fans to attend the London Bike Show – a gathering of over 30,000 cycling enthusiasts. Hosting a freestyle mountain bike contest, with a prize purse of £15,000, was a great way to attract the world’s best mountain bikers to the event – including Matt Jones, Nicholi Rogatkin and Thomas Genon, to name a few – giving mountain bike enthusiasts an exciting spectacle to watch and enjoy.
The contest attracted extensive social media coverage and coverage through channels including PinkBike, and MBUK, plus a host of more mainstream coverage – reaching millions of mountain bikers and action sports fans across the globe.
Air to the Throne attracted sponsorship from brands and businesses including JEEP, Visit Wales and Kodak Pixpro – whilst mountain bike brands attending the show included Santa Cruz, Trek, Specialized and Marin Bikes.
Client
Date
2016-2017