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.


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