CLIENT: Day of the Tread

The Day of the Tread is Albuquerque’s largest cycling event, bringing in participants from 22 states, with the goal of raising $40,000 for area non-profit organizations. The Sunny505 team was tasked with two Key Performance Indicators:

• Increase ridership by 10%
• Increase gross profit by 10%

The event is Day of the Dead themed and lends itself to dramatic and compelling photography. With no paid media budget, the Sunny505 team launched an aggressive earned media campaign, a social media campaign and an electronic newsletter campaign. We also secured in-kind media contributions from Clear Channel Outdoor and Cumulus Radio Group.

RESULTS

• Ridership increased by 22%
• Gross profit increased by 50%