The Deer Creek Challenge was a first-year road cycling event located outside Denver, Colorado.  Orange's challenge was to introduce the event to the cycling community and meet registration goals within just 7 months. 

Strategy focused on generating word-of-mouth among cyclists by positioning the ride as a compelling elite event.  We then broadened awareness with online and print campaigns while establishing credibility with media stories, street teams, and aid stops at training rides and other events.

brand positioning
reskinned existing website for a more elite feel

online advertising
placed in search results for other elite local cycling events

cycling publications and blogs
advertising on key regional cycling sites and outreach to respected local cycling bloggers

street teams
informal aid stations at other cycling events and weekend aid stations at busy cycling spots

press releases
articles in national cycling publications