Cadel Evans
Great Ocean
Road Race

A four-day, international event held in beautiful regional Victoria. The Cadel Evans Great Ocean Road Race (CEGORR) is Australia’s premier cycling event.


Appointed by Visit Victoria, our communications objectives for CEGORR are to promote regional Victoria to national and international audiences, through print, online and social media platforms. To create awareness for the Cadel Evans Great Ocean Road Race in a sports market saturated by other more well-known sports. Drive registrations to the Swisse People’s Ride, the mass participation component of the event. Finally, identify human interest stories to position the Cadel Evans Great Ocean Road Race as professional, worthwhile and not to be missed.


Since 2018, we have worked with Visit Victoria to establish a holistic communication and PR strategy, including the development, management and execution of pre-event communications and PR for the event, creating awareness, driving local tourism, and pushing registrations for the Swisse People’s Ride.

Our role also extends to the development and management of event-week media activity for all elite riders and teams, promoting their involvement in the event. Additionally, we manage all at-event media relations, including the operation of media centres and logistics across all four event days, crisis communications and reactive or proactive media opportunities.

The End Result

Our inaugural CEGORR (2019) saw a near 8x increase in media activity from the previous year, while the 2020 edition saw print media almost double YoY.

The 2019 and 2020 editions of the Swisse People’s Ride were also the most registered for across the event’s six-year history.

Media Hits Across All Mediums in 2019
Increase in Media Hits than Prior TLA Involvement
Print Hits in 2020
Increase YoY for Print Hits