Download - Velirium 2014 post event ctc
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LET THE NUMBERS SPEAK
532INTERNATIONAL ATHLETEScompeting in one of the three World Cup races
during Raid Vélo Mag race750 CLIF BARSEATEN
40,000NUMBER OF VISITORSATTENDING VELIRIUM IN 2014!
of course tape used to mark the trail of the cross-countryWorld cup race presented by Jeep
10,000METRES
as a World Cup host
1991MONT-SAINTE-ANNE’SVERY FIRST TIME
during the UCI Downhill World Cuppresented by Videotron mobile
4:10FASTEST TIME RECORDED
43PARTICIPATINGCOUNTRIES
$30,000AWARDED IN PRIZE MONEY AT CITY8presented by Monster
QUOTES THAT MAKE OUR DAY
« Vélirium, let me congratulate you for the organization of Raid Vélo Mag! The course was well thought out and clearly marked, volunteers were smiling and the feed zones were great! I love the changes made to the top of the Enduro sud with a shortcut to
the Raccourci on the way down. Last time I did your raid was in 2003. Who knows, maybe we’ll meet again in 2015.. »
– Competitor in the Raid Vélo Mag race (81 km)
« Having so much fun today makes me realize how much I’ve been missing all of this. The crowd was behind me and I had a really good feeling on my bike.
I can say mission accomplished! » – Marie-Hélène Prémont about returning to the World Cup circuit
" The World Cup has been coming to MSA for over 20 years now and it is still renowned for being one of the best and toughest courses on the circuit. This year the course designers made some great improvements to the track
and it was one of the best to date."– Team manager de Sam Hill, lu sur Pink Bike
NOTHING IS POSSIBLE
WITHOUT THEM!
680volunteers
7,888
930
700
40
hours of devoted work
t-shirts graciously offered by La Vie Sportive
refillable bottle with free water refills
sunscreen bottles… that just shows how hot it was!!!
Over
Favorite snack : Clif bars!
Favorite accessory: The New Era cap…
a total of 1,200 branded caps!
A $ 1,000 gift certificate offered by Laurier DuVallon and a $ 1,200 Rocky Mountain bike were drawn among volunteers during
our volunteer appreciation dinner.
THE PROGRAM AT A GLANCE
Coupe du monde descente 12h30 Qualifications 12h30 Finale junior hommes
13h15 Finale femmes14h Finale élite hommes
9h30 Qualifications17h Finales
19h Pumptrack Epic Jam
19h30 Finale Cité820h30 Show d’Against Me!
21h Robert's Creek Saloon DJ Huggs
21h Craig's Brother, Punckrock High, D.R.one
21h Party de la Côte avec The Seasons, SABR (alias B-Tall), et Dj Redo
9h30 Raid Vélo Mag 81km10h Raid Vélo Mag 63km11h Qualif Pumptrack Epic12h Raid Vélo Mag 33km12h30 Finale Pumptrack Epic17h00 Critérium iBike
8h30 Course pour enfants Véli-Kidz18h Pratiques Duel de la Côte19h Finale Duel de la Côte
9h Finale U23 femmes11h Finale U23 hommes13h Finale élite femmes15h30 Finale élite hommes
Coupe du monde cross-country
Courses amateurs
Coupe du monde cross-country eliminator
Cité 8 (place D’Youville)
Partys
31 2 3JEUD
I
JUILL
ET
AOÛT
AOÛT
AOÛT
VEND
REDI
SAME
DI
DIMA
NCHE1 er
Amateur Races
UCI XCE World Cup
UCI XCO World Cup
UCI DHI World Cup
UCI WORLD CUPDISCIPLINES
UCI CROSS-COUNTRY ELIMINATOR WORLD CUP
FRIDAY AUGUST 1, 2014
New at the World Cup this year, the cross-country eliminator is a sprint race where four riders compete against each other.
Andréane Lanthier-Nadeau, from Saint-Émile, narrowly missed the podium taking a fourth place.
UCI DOWNHILL WORLD CUP
SATURDAY AUGUST 2, 2014
« The crowd of thousands massed around the course got quite a show! » — Le Journal de Québec
After a first win here in 2010, Australian Samuel Hill, claimed the title again.
380m of the 3km track, were redesigned !
380
850
200
Hours of work put into building the new track.
A giant task !
Seating available in the stand placed at the finish zone.
THE place to sit to see the action first-hand !
« Downhill World Cup in Mont-Sainte-Anne : mythic,
unmatched, spectacular ! »
UCI CROSS-COUNTRY WORLD CUP
SUNDAY AUGUST 3, 2014 « Mission accomplished » – Marie-Hélène Prémont on her return to competition. She finished in 35th place despite two flat tires.
New-Brunswick native, Canadian Catherine Pendrel finished 1:34 minutes behind winner Jolanda Ness. « This trail means constant work, except for the downhill sections where we could breathe a little. »
« A very demanding yet exciting Olympic discipline! The Mont-Sainte-Anne event is always a much anticipated one for both spectators and athletes. »
440metres of newly-made track.
According to many « this is one of the most physically challenging track. »
CITY 8
CITY 8THURSDAY JULY 31, 2014
Live boradcast on pinkbike.com. Over 2,100 viewers !
An official GOLD event on the Free ride Mountain
Bike World Tour
Despite the whims of Mother Nature and the ensuing changes of schedule, 22 of the world’s best slope style riders took over Place D’Youville in an attempt to grab the title of the FMB Tour Gold event. Canadian Breet Rheeder from Ontario captured the first place! The competition was followed by the performance of punk-rock icons Against Me!
8 250 m 10 m
$ 190,000
$ 30,000 NUMBER
OF JUMPSLENGTH OF THE TRACK HEIGHT OF THE
STARTING PLATFORM
VALEUR DE LA PRODUCTION DE L’ÉVÉNEMENT
IN PRIZE MONEY
Course design by freeride legend and City8 competitor Cameron Zink
A 1h TV show produced and broadcasted by MAtv
Kyle Strait (USA)
Greg Watts (USA)
Tyler McCaul (USA)
Cam Zink (USA)
Geoff Gulevich (CAN)
Martin Soderstrom (SUE)
Anthony Messere (CAN)
RAID VÉLO MAG
« Awesome race! Thanks to the organizers and volunteers! A special thanks to no 78 who helped with the flat tire ! »– Carlos Barcena, participant, read on Facebook
« Everybody loved the course! The most beautiful trails were selected. The 63km and 80km races are a tough challenge as they go up to the top of the mountain. But at the end of the day, yes, we are extremely proud and happy to have made it to the finish ! ».– Gilles Morneau, race participant and columnist at Vélo Mag
550 PARTICIPANTS
AMATEUR RACES
BIKE POLOVélirium’s first ever Bike Polo tournament taking place over two full days in the Exhibitors Village.
DUEL DE LA CÔTEAnother addition to the Vélirium!
A dual slalom race down parallel tracks built at the foot of Mont-Sainte-Anne.
8 ÉQUIPES 32 PARTICIPANTS
PUMPTRACK EPICAmateur jam formula and Challenge.
53 PARTICIPANTS
31 PARTICIPANTS
CRITERIUM IBIKEThe craze for fixed-gear bicycles has struck Mont-Sainte-Anne again
this year with a newly-added category open to all types of bike !
VÉLI-KIDZ RACE The very favorite of the organization !
203 PARTICIPANTS
PARTYS
AGAINST ME ! CONCERT
THURSDAY JULY 31, 2014
Competitions were followed by a much awaited performance by acclaimed punk-rock band Against Me! for what turned out to be an amazing outdoor party in the heart of Québec City!
1,500NUMBER
OF SPECTATORS
PARTYS TREMBLAYLOUNGE TREMBLAY
Robert's Creek SaloonDJ Huggs
Craig's BrotherPunkRock High
Dr.OneThe Seasons
SABR (alias B Tall)DJ Redo
Every night, spectators were treated to a variety of musical style from hip-hop to electronic to house, punk rock, indie folk and underground dance music.
PARTNERS' COCKTAILFRIDAY AUGUST 1, 2014
CENTRE DES CONGRÈS DU CHÂTEAU MONT-SAINTE-ANNE
A special evening to thank our sponsors and partners for their support. A fun opportunity to network!
MUCH MORE THAN BIKE !
VÉLIRIUM STOREAll official Vélirium merchandise, from t-shirt to caps, available at the Vélirium store on-site
ZONE ÉNERGIELearn about wind energy at the Parcs éoliens de la Seigneurie de Beaupré zone. Games, prizes and more!
FAMILY ZONEThe Family Zone was back, much to the pleasure of little ones! Face painting, crafts, inflatable play area, a show from CréaSon, circus workshops presented by l’École de cirque de Québec and much more!
CAMPING VÉLIRIUMOver 50 tents and RVs
EXHIBITORS' VILLAGEOver 60 exhibitors on the site.New trends and latest novelties from the bike industry!
LOUNGE TREMBLAYThere is no better way to end a perfect day than to chill out at Lounge Tremblay! PODIUM
Medal ceremonies were held on the podium Desjardins.You have come in great numbers to congratulate the winners!
VIDEO RECAP Watch the recap videos on facebook.com/velirium To quench your thirst,
a water station was placed at
the Zone Énergie kioskFree water refillls!
Free and safe bike parking by
the exhibitors village.
Food available on site : Brynd Smoked meat,
La Mangue Verte, le casse-croûte
du Mont-Sainte-Anne
GESTEVGOESGREEN
COMMUNICATIONS :RESULTS AND SPINOFFS
19 %
11%
17%12%
36%
5%
Radio
Printed Material
February to August 2014.Roll out of the communication plan.Crescendo in June-July-August.
Web &Social Media
Promotion
Print adverstising
Signage
$ 420,000Total value
of communication plan
20,570,000impressions. Total reach
COMMUNICATIONS PLAN
9%= HIGHER THAN AVERAGE(ACCORDING TO BUSINESS & MARCHÉS,THE AVERAGE IS 2 TO 5%)
NEWSLETTERS
WEBSITE
JANUARYTO AUGUST 2014
150,877PAGESVIEWS
55,593VISITS
34,704UNIQUES VISITORS
117 DIFFERENTCOUNTRIES
VISITORS COMING FROM
WOW!8SENT
53%= HIGHER THAN AVERAGE(ACCORDING TO BUSINESS & MARCHÉSTHE AVERAGE IS 15 TO 20%)OP
EN RA
TE
CLIC
K RA
TE
WEB & SOCIAL MEDIA NUMBERS
28 %FANS UP
TOTAL REACH701,4161,363,593TOTAL NUMBER OF IMPRESSIONS
TYPICAL PROFILE
18-34YEARS OLD(63 %)
1,187 NEW FANS
@VELIRIUM MENTIONS
#CITY8HAS BEEN USED18 %
INCREASE FROM LAST YEAR
1,225 221
TIMES82
TWITTERFOLLOWERS
FOLLOWERS202 52 %
INCREASE FROM LAST YEAR
WEB & SOCIAL MEDIA NUMBERS
ÉLECTRONICMEDIA
Over 100 INTEVIEWS
On-site coverage from
mountain bike magazines
INTERNATIONALLYRENOWNED
such as Canadian Cycling, Pedal Magazine,Free Hub Magazine, Pinkbike, Dirt Magazine,
Vélo Vert, VTT Magazine, etc.
Over
ACCREDITEDMEDIA125
from Canada, United-States,Germany, France, South Korea, Slovenia,
Australia, Japan, Italy and Spain
Over500ON THE WEBARTICLES /REFERENCES *preliminary data
media referenceson tv and radio
100minutes
of tv / radio coverage
215
MEDIA SPINOFFS
Not
e: P
relim
inar
y da
ta c
ompi
led
as o
f Aug
ust 1
5, 2
014.
articles121
pages
full pages
color pages
99
22
76
pages with photo
double page spreads
776
INTERNATIONAL!
«VÉLIRIUM OU LES TRÉSORS DU MONT-SAINTE-ANNE»– Vélo Mag, 1er mai 2014
«PLEIN LA VUE»– Le Journal de Québec, 1er août 2014
«DENSITÉ ET INTENSITÉ AU MSA»– Le Soleil, 29 juillet 2014
L’Est Républicain
La Tribunede Genève
Atherton Racing
Dirt MountainbikeMagazine
PinkBike
Pedal Canada’s Cycling Mag
MEDIA SPINOFFS
BROADCAST
Videos on vimeo.com/velirium reaching over 22 000 views!
Note : Audience measurement data to come.
INTERNATIONAL BROADCAST
NATIONAL BROADCAST
WEB
IN ADDITION
Produced and distributed by Red Bull Media House in over 15 countries (television and web, real time and off-line)
Live and rebroadcast on TVA Sports, MAtv and Sportsnet
Real-time coverage on Redbull.tv (World Cup) and Pinkbike.com (City8).
A huge thank you to our partners who generously supported both our volunteers and amateur races !
A1 Import
L'Aventure Restaurant
Bar Mitts
Bionet
Brynd Smoked Meat
Buff
Chez Ashton
Chez Bolduc
Crocs
Dakine
Fromagerie l’Ancêtre
Il Teatro Pizzeria
La Piazetta Mont Sainte-Anne
Laurier du Vallon
Le Centre Sainte-Anne-de-Beaupré
Le Marie Beaupré
Les Trois Becs
Mimosa Sushi
Old Dutch
Pub St-Bernard
Restaurant le Montagnais
Rôtisserie St-Hubert
Snack Bar St-Jean
So-Cho le Saucissier
Spa des neiges
Subway
Taverne Grande-Allée
Trees mountain apparel
Xensr
FRIENDS OF VÉLIRIUM
THANKS TO OUR PARTNERS !
v
UN PLAN DIVERSIFIÉ
Les placements ont été pensés dans le but de rejoindre chacune des clientèles cibles. Magazines spécialisés, actions touristiques, réseaux de distribution spécifiques… bref différents médias selon le public à rejoindre.
DIVERSIFIED CHOICES
Each media placement has been chosen to reach the target audience and
market. For the amateur participants and “bike fans” a more core cycling
marketing approached was applicated and for the general “visitor” a more
touristic mass event angle was executed
2.0 ET MOBILITÉ
En 2014, beaucoup de place a été accordée
au Web 2.0 et aux médias traditionnels. Des
promotions ont été mises en place avant
l’événement. Pendant l’événement, des
photos et des résultats étaient ajoutés
directement pendant les courses, favorisant
ainsi l’interaction avec les gens qui ne
pouvaient être présents à l’événement.
Le site adaptatif velirium.com a également
renseigné les gens sur le site et nous a
permis de diminuer considérablement la
quantité de programmes imprimés.
2.0 & MOBILE
The mobile and web 2.0 actions has
taken a great place within the 2014
actions. Promotions and direct
coverage with photos and updates
created a very updated mobile and
web-experience for our visitors.
Also by using the website, we printed
less flyers and brochures and had no
waste in terms of printed material.
Format Size 3’ x 4’
Affichage Posting Affichage urbain. city-posting.
Période Timing Juillet- Août July - August
Quantité Quantity 10
Format Size 4’ x 6’
Distribution Distribution Affiche-Tout (réseau intérieur, extérieur et colonnes Morris) Mass distribution via « Affiche-Tout » in shops, restaurants and city-posting.
Période Timing Juillet July
Quantité Quantity 1 200
Format Size 18’’ x 36’’
Distribution Distribution Affiche-Tout (réseau intérieur, extérieur et colonnes Morris), boutiques, resto-bars (Québec, Montréal et région) Mass distribution via « Affiche-Tout » in shops, restaurants and city-posting.
Période Timing 23 juin au 3 août June 23 to August 3
Quantité Quantity 50
Format Size 11X17’’
Distribution Distribution Côte de Beaupré
Période Timing Juillet July
Quantité Quantity 2 350
Format Size 3’’ x 5’’
Distribution Distribution Sur le terrain auprès du comité organisateur, bénévoles, invités
Période Tming 31 juillet au 4 août July 31 to August 4
Quantité Quantity 24 250
Format Size 10 7/8 x 14 ouvert
Affichage Posting Centres infotouristiques, réseau FEQ/SATQ, réseau Média Plus, Événements/compétitions, boutiques de Québec, de
Montréal, en régions, Ontario et USA
Période Timing 23 juin – Août June 23 to August
Quantité Quantity 6 000
Format Size 4’’ x 6’’
Affichage Posting Sur le site On site
Période Timing 31 juillet au 3 août July 31 to August 3
Format Size 8,5’’ x 11’’
Affichage Posting Sur le site On site
Période Timing 31 juillet au 3 août July 31th to August 3
Format Size 8,5’’ x 11’’
Affichage Posting Sur le site On site
Période Timing 31 juillet au 3 août July 31th to August 3
Quantité Quantity 20 000
Format Size 4.5’’ x 5,85’’
Distribution Distribution Insertion dans le magazine Vélo Mag, salons, festivals et promotions. Insertion in Velo Mag Magazine, events, promotions
Période Tming Avril April
Quantité Quantity 2 391
Format Size 7’’ x 5,8’’
Distribution Distribution Envoi tous les membres FQSC Mailed to all FQSC members
Période Timing Juin June
Quantité Quantity 8 995
Format Size 7’’ x 5’’
Distribution Distribution Sans adresse, résidence Côte de Beaupré. No address, Côte de Beaupré
Période Timing Juillet July
Quantité Quantity 50
Format Size 11’’ x 17’’ (Recto/Verso)
Période Timing 31 juillet au 3 août July 31th to August 3
Quantité Quantity 1 000
Format Size 4,25’’ x 11’’
Distribution Distribution Salons, festivals et promotions. Events and expo
Période Timing Mai – juillet May to July
Quantité Quantity 1 400
Format Size Divers
Distribution Distribution Aux partenaires, dignitaires, invités. For partners, dignitaries, guests.
Période Timing 31 juillet au 3 août July 31th to August 3
Quantité Quantity 100
Format Size 9’’x12’’
Distribution Distribution Salle de presse. Press room
Période Timing Août august
Format Size Lettre 8,5’’x11’’
Parution Issue 2014
Distribution Distribution Employés et bénévoles Staff and volunteers
Période Timing 31 juillet au 3 août July 31th to August 3
Distribution Distribution Employés et bénévoles Staff and volunteers
Période Timing 31 juillet au 3 août July 31th to August 3
Distribution Distribution Lounge Tremblay
Période Timing 31 juillet au 3 août July 31th to August 3
Média Media Zoom Média – Réseaux sport, resto-bar et campus Québec et Montréal
Quantité Quantity 50 établissements restaurant and bars
Période Timing Juin et Juillet July and August
Média Media Zoom Média – Réseaux sport, resto-bar et campus Québec et Montréal
Quantité Quantity 50 établissements restaurant and bars
Période Timing Juin et Juillet July and August
Média Media Zoom Média – Réseaux sport, resto-bar et campus Québec et Montréal
Quantité Quantity 6 établissements restaurant and bars
Période Timing Juin et Juillet July and August
Format Size 16’ x 8’
Affichage Posting Sur la route 360, près du Mont-Sainte-Anne. On Route 360, near Mont-Sainte-Anne.
Période Timing Juillet et août July and August
Format Size 20’ x 10’
Quantité Quantity 10
Parution Issue Juillet July
Format Size 20’ x 10’ /
Quantité Quantity 10
Parution Issue Juillet July
Format Size 78,75’’ x 64,75’’
Affichage Posting Dans la vitrine du dépanneur à Saint-Ferréol-les-Neiges.
Période Timing Avril à août April to August
Format Size 69’’ x 26’’
Affichage Posting Autocollants sur les fenêtres de la cafétéria du Mont-Sainte-Anne.
Période Timing Avril à août April to August
Format Size 268,15’’ x 78,5’’
Affichage Posting Autocollants sur les fenêtres du IGA.
Période Timing Juillet et août July to August
Format Size Arche routière 10x8’ + panneau d’aluminium 4x4’
Affichage Posting Côte-de-Beaupré
Période Timing Juillet July
Format Size 2x8’
Affichage Posting Côte-de-Beaupré
Période Timing Juillet July
Période Tming Toute l’année All year
Période Tming Toute l’année
Période Tming 31 juillet au 3 août (un différent chaque jour) July 31 to August 3
Période Tming Toute l’année
Format Size Divers
Website Pedal magazine Canadian Cyclist, MTBR, Velo Mag, Pinkbike, local news website
Parution Issue Juillet et août July and August
Format Size Demi page
Parution Issue Juin June
Format Size Pleine page
Parution Issue Juin June
Format Size Pleine page
Parution Issue Mars – avril – mai March – April - May
Format Size Demi page
Parution Issue 20 et 27 juin June 20 and 27
Format Size Pleine page et couverture arrière
Parution Issue 1er juillet July 1st
Format Size 1/3 page et post-it sur couverture
Parution Issue Juillet et Août July and August
Format Size 4,5" x 2,575"
Parution Issue Mars March
Format Size 1/3 page et post-it sur couverture
Parution Issue Juillet et Août July and August
Format Size 1/3 de page
Parution Issue 5 au 10 août August, 5 to 10
At all times Canadian Tire was recognized as follows:
• Official supplier of the event
Canadian Tire exposure was made visible with the following items:
• Your logo on rotation on the 3 Giant screens on the venue (Mont Sainte-Anne x 2 and
Quebec City x1)
• General sponsor signage with logo
• Logo on the official web site of the event (Partners section)
• Logo or mention in several communication tools thanking our partners (signage in the
VIP area, etc.)
We’d like to thank Canadian Tire for your trust and effort to make this partnership take place with such
a short notice.
It was a pleasure t o work with Kim’s team again.
We believe and truly hope that we will have the chance to work with you again.
THANK YOU!!
Lisa, Peter, Chantal and the complete Vélirium crew.
SEE YOU IN 2015 !JULY 30 TO AUGUST 2, 2015