Tour de Manc is a charitable sportive, run 100% by volunteers, using cycling as a force for good in Greater Manchester, raising significant funds for registered charities.
In 2016 Danny joined forces with old school friend Tony Rubins and created the #all4charity non-profit Tour de Manc Ltd. Together, Danny and Tony developed the idea of Tour de Manc® with the simple idea, to run epic cycling events which could also be used to raise significant funds for registered charities, as well as supporting cycling inclusivity for all.Visit Website
Initially our Graphic Design team were approached to give the brand a more Mancunian feel which led to the redesign and build of a brand new website which would help motivate Mancunians to get on their bikes, get moving, and make a difference – either to their chosen charity or to their own wellbeing.
Following the conceptualisation of the brand, it only made sense that all print design and merchandise would follow suit. We were responsible for the creation of everything from stationary and print materials to signage, medals and jerseys with the main aim being to combine the prominent brand colours with standout Manc humour, that would capture the attention and resonate with the key target audience. We were thrilled to be able to be involved in the 2019 jersey design, with the merchandise being a great memento of the ride, capturing the spirit of Mancunian humour but with a touch of class.
The key challenge was to produce a website that really showcased their personality, whilst meeting the main objective of getting users to sign up and take part in the grueling events on offer. The website was designed to engage users with an impactful opening statement to capture their attention and draw them in. Focusing on each of the main rides was a key focus to encourage riders, so we created custom animated maps to highlight the main boroughs they would cycle through.
As the ride only happens across Manchester boroughs, Social Media advertising was the ideal platform to ensure we targeted the exact locations we wanted to engage with. Not only were we able to target potential new riders but also re-market to riders from previous years through Facebook custom audiences. This also assisted us in creating higher quality Lookalike audiences of social media users with similar interests.
Following on from the initial brief, to make the brand more ‘MANC’, we’ve been able to have lots of fun with some really strong brand assets across our social media marketing. As well as a strong brand identity we’ve built up a really engaged community on Facebook in particular who actively getting involved with our posts. To make the most of this we’ve ran a number of campaigns and competitions including #TourdeSelfie, #MedalMoment and #TourdeMAM, all whilst making the most of the Manc Dictionary!
We cranked up the gears on the Tour de Manc’s social media channels in the lead up to 2020 ticketing, surpassing last year’s total of 670 riders with 776 pre-registrations in only 6 weeks. Following on from this they have almost doubled 2019’s riders with 1066 signed up.
Platform 81 have been instrumental in bolstering the public image of Tour de Manc and are doing a brilliant job engaging future riders for our Charity Sportive. Their attention to detail and response times to our queries is mint. They don’t mither the TdM team, they just get on with it and produce sound results.
Danny Franks | Tour de Manc