DENVER: The 2012 USA Pro Cycling Challenge has hired Rogers & Cowan as AOR, after a competitive review.
Throughout the next year, the agency will handle media relations, event support, crisis management, and the tracking and measurement of results for to the seven-day race that will begin August 20, 2012. Much of the media-relations work will focus on raising awareness for the race.
Stacie Lange, EVP of marketing and communications at USA Pro Cycling, said the company selected Rogers & Cowan because of the agency's strategic direction and understanding of sports.
“They have a history running similar sporting events in the past, so they understand who we are as a brand,” Lange said. “And they have the depth in contacts, not only here in the states but internationally, to help us achieve our objectives.”
The account will be managed by Rogers & Cowan's Los Angeles office, with support from its New York team. It is the second straight year Rogers & Cowan will handle the account.
“We're excited to not only get out the word to the sports fans and cycling enthusiasts but also to general consumers that may just go out for a bike ride on the weekend and enjoy it casually,” said Heather Krug, EVP at Rogers & Cowan.
The agency's team is preparing to announce the host cities for the 2012 event, which will travel through 14 cities in Colorado.
The budget on the account was not disclosed.