Case Study: The 2018 KAP sani2c, 3 day mountain bike stage race

Maryann Shaw Communications was brought on board the sani2c media team less than a month before the event in May 2018, in order to assist with brand-building PR. By identifying relevant media angles of interest to an audience wider than MTBers, we were able to gain extensive media coverage for the event across multiple channels.

Approach and outcomes:

Offering Durban local rider, young Julian Jessop, for interview with East Coast Radio resulted in an insert on the drive time show the day before the event.

Drafting an exclusive feature article about an interesting change to the sani2c day 2 route, meant the event featured in a targeted MTB focused media two weeks before the event. A short feature article appeared in The Witness during the event.

Identifying the participation of an 83 year old as something that would have wide media appeal, Maryann followed his race and interviewed him at the finish, taking pictures and doing sound byte recordings. A brief script was sent to radio stations and it was featured on news bulletins. Where MTB events are not often covered by mainstream media, the story of Arthur Duncan completing sani2c made it into print, online and broadcast media across the country, including Beeld, Business Insider and The Good News Guy. There was wide social media sharing, and the event and headline sponsor (Arthur Duncan was photographed wearing KAP branded kit) received very favourable media attention.

By pitching the event as #morethanaride and supplying footage, and offering in-studio interviews with two of the winning riders, a post-event feature appeared on multiple ENCA news bulletins. There was also an in-studio Expresso interview in the week after the event and Radio 702 interviewed founder Glen Haw on the Marc Lewis sports show. Knowing that Moneyweb editor was a mountain biker, we suggested he chat to Glen Haw, and a podcast interview was published on the Moneyweb platform.

A curated set of the best images was sent to key sports and MTB media, and ”top images from sani2c” galleries were published online in media such as Bicycling and In the Bunch. Bicycling used the gallery as their lead story in their weekly newsletter that is sent to 20 000 subscribers.