velirium 2014 post event ctc

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LET THE NUMBERS SPEAK

532INTERNATIONAL ATHLETEScompeting in one of the three World Cup races

during Raid Vélo Mag race750 CLIF BARSEATEN

40,000NUMBER OF VISITORSATTENDING VELIRIUM IN 2014!

of course tape used to mark the trail of the cross-countryWorld cup race presented by Jeep

10,000METRES

as a World Cup host

1991MONT-SAINTE-ANNE’SVERY FIRST TIME

during the UCI Downhill World Cuppresented by Videotron mobile

4:10FASTEST TIME RECORDED

43PARTICIPATINGCOUNTRIES

$30,000AWARDED IN PRIZE MONEY AT CITY8presented by Monster

QUOTES THAT MAKE OUR DAY

« Vélirium, let me congratulate you for the organization of Raid Vélo Mag! The course was well thought out and clearly marked, volunteers were smiling and the feed zones were great! I love the changes made to the top of the Enduro sud with a shortcut to

the Raccourci on the way down. Last time I did your raid was in 2003. Who knows, maybe we’ll meet again in 2015.. »

– Competitor in the Raid Vélo Mag race (81 km)

« Having so much fun today makes me realize how much I’ve been missing all of this. The crowd was behind me and I had a really good feeling on my bike.

I can say mission accomplished! » – Marie-Hélène Prémont about returning to the World Cup circuit

" The World Cup has been coming to MSA for over 20 years now and it is still renowned for being one of the best and toughest courses on the circuit. This year the course designers made some great improvements to the track

and it was one of the best to date."– Team manager de Sam Hill, lu sur Pink Bike

NOTHING IS POSSIBLE

WITHOUT THEM!

680volunteers

7,888

930

700

40

hours of devoted work

t-shirts graciously offered by La Vie Sportive

refillable bottle with free water refills

sunscreen bottles… that just shows how hot it was!!!

Over

Favorite snack : Clif bars!

Favorite accessory: The New Era cap…

a total of 1,200 branded caps!

A $ 1,000 gift certificate offered by Laurier DuVallon and a $ 1,200 Rocky Mountain bike were drawn among volunteers during

our volunteer appreciation dinner.

THE PROGRAM AT A GLANCE

Coupe du monde descente 12h30 Qualifications 12h30 Finale junior hommes

13h15 Finale femmes14h Finale élite hommes

9h30 Qualifications17h Finales

19h Pumptrack Epic Jam

19h30 Finale Cité820h30 Show d’Against Me!

21h Robert's Creek Saloon DJ Huggs

21h Craig's Brother, Punckrock High, D.R.one

21h Party de la Côte avec The Seasons, SABR (alias B-Tall), et Dj Redo

9h30 Raid Vélo Mag 81km10h Raid Vélo Mag 63km11h Qualif Pumptrack Epic12h Raid Vélo Mag 33km12h30 Finale Pumptrack Epic17h00 Critérium iBike

8h30 Course pour enfants Véli-Kidz18h Pratiques Duel de la Côte19h Finale Duel de la Côte

9h Finale U23 femmes11h Finale U23 hommes13h Finale élite femmes15h30 Finale élite hommes

Coupe du monde cross-country

Courses amateurs

Coupe du monde cross-country eliminator

Cité 8 (place D’Youville)

Partys

31 2 3JEUD

I

JUILL

ET

AOÛT

AOÛT

AOÛT

VEND

REDI

SAME

DI

DIMA

NCHE1 er

Amateur Races

UCI XCE World Cup

UCI XCO World Cup

UCI DHI World Cup

UCI WORLD CUPDISCIPLINES

UCI CROSS-COUNTRY ELIMINATOR WORLD CUP

FRIDAY AUGUST 1, 2014

New at the World Cup this year, the cross-country eliminator is a sprint race where four riders compete against each other.

Andréane Lanthier-Nadeau, from Saint-Émile, narrowly missed the podium taking a fourth place.

UCI DOWNHILL WORLD CUP

SATURDAY AUGUST 2, 2014

« The crowd of thousands massed around the course got quite a show! » — Le Journal de Québec

After a first win here in 2010, Australian Samuel Hill, claimed the title again.

380m of the 3km track, were redesigned !

380

850

200

Hours of work put into building the new track.

A giant task !

Seating available in the stand placed at the finish zone.

THE place to sit to see the action first-hand !

« Downhill World Cup in Mont-Sainte-Anne : mythic,

unmatched, spectacular ! »

UCI CROSS-COUNTRY WORLD CUP

SUNDAY AUGUST 3, 2014 « Mission accomplished » – Marie-Hélène Prémont on her return to competition. She finished in 35th place despite two flat tires.

New-Brunswick native, Canadian Catherine Pendrel finished 1:34 minutes behind winner Jolanda Ness. « This trail means constant work, except for the downhill sections where we could breathe a little. »

« A very demanding yet exciting Olympic discipline! The Mont-Sainte-Anne event is always a much anticipated one for both spectators and athletes. »

440metres of newly-made track.

According to many « this is one of the most physically challenging track. »

CITY 8

CITY 8THURSDAY JULY 31, 2014

Live boradcast on pinkbike.com. Over 2,100 viewers !

An official GOLD event on the Free ride Mountain

Bike World Tour

Despite the whims of Mother Nature and the ensuing changes of schedule, 22 of the world’s best slope style riders took over Place D’Youville in an attempt to grab the title of the FMB Tour Gold event. Canadian Breet Rheeder from Ontario captured the first place! The competition was followed by the performance of punk-rock icons Against Me!

8 250 m 10 m

$ 190,000

$ 30,000 NUMBER

OF JUMPSLENGTH OF THE TRACK HEIGHT OF THE

STARTING PLATFORM

VALEUR DE LA PRODUCTION DE L’ÉVÉNEMENT

IN PRIZE MONEY

Course design by freeride legend and City8 competitor Cameron Zink

A 1h TV show produced and broadcasted by MAtv

Kyle Strait (USA)

Greg Watts (USA)

Tyler McCaul (USA)

Cam Zink (USA)

Geoff Gulevich (CAN)

Martin Soderstrom (SUE)

Anthony Messere (CAN)

RAID VÉLO MAG

« Awesome race! Thanks to the organizers and volunteers! A special thanks to no 78 who helped with the flat tire ! »– Carlos Barcena, participant, read on Facebook

« Everybody loved the course! The most beautiful trails were selected. The 63km and 80km races are a tough challenge as they go up to the top of the mountain. But at the end of the day, yes, we are extremely proud and happy to have made it to the finish ! ».– Gilles Morneau, race participant and columnist at Vélo Mag

550 PARTICIPANTS

AMATEUR RACES

BIKE POLOVélirium’s first ever Bike Polo tournament taking place over two full days in the Exhibitors Village.

DUEL DE LA CÔTEAnother addition to the Vélirium!

A dual slalom race down parallel tracks built at the foot of Mont-Sainte-Anne.

8 ÉQUIPES 32 PARTICIPANTS

PUMPTRACK EPICAmateur jam formula and Challenge.

53 PARTICIPANTS

31 PARTICIPANTS

CRITERIUM IBIKEThe craze for fixed-gear bicycles has struck Mont-Sainte-Anne again

this year with a newly-added category open to all types of bike !

VÉLI-KIDZ RACE The very favorite of the organization !

203 PARTICIPANTS

PARTYS

AGAINST ME ! CONCERT

THURSDAY JULY 31, 2014

Competitions were followed by a much awaited performance by acclaimed punk-rock band Against Me! for what turned out to be an amazing outdoor party in the heart of Québec City!

1,500NUMBER

OF SPECTATORS

PARTYS TREMBLAYLOUNGE TREMBLAY

Robert's Creek SaloonDJ Huggs

Craig's BrotherPunkRock High

Dr.OneThe Seasons

SABR (alias B Tall)DJ Redo

Every night, spectators were treated to a variety of musical style from hip-hop to electronic to house, punk rock, indie folk and underground dance music.

PARTNERS' COCKTAILFRIDAY AUGUST 1, 2014

CENTRE DES CONGRÈS DU CHÂTEAU MONT-SAINTE-ANNE

A special evening to thank our sponsors and partners for their support. A fun opportunity to network!

MUCH MORE THAN BIKE !

VÉLIRIUM STOREAll official Vélirium merchandise, from t-shirt to caps, available at the Vélirium store on-site

ZONE ÉNERGIELearn about wind energy at the Parcs éoliens de la Seigneurie de Beaupré zone. Games, prizes and more!

FAMILY ZONEThe Family Zone was back, much to the pleasure of little ones! Face painting, crafts, inflatable play area, a show from CréaSon, circus workshops presented by l’École de cirque de Québec and much more!

CAMPING VÉLIRIUMOver 50 tents and RVs

EXHIBITORS' VILLAGEOver 60 exhibitors on the site.New trends and latest novelties from the bike industry!

LOUNGE TREMBLAYThere is no better way to end a perfect day than to chill out at Lounge Tremblay! PODIUM

Medal ceremonies were held on the podium Desjardins.You have come in great numbers to congratulate the winners!

VIDEO RECAP Watch the recap videos on facebook.com/velirium To quench your thirst,

a water station was placed at

the Zone Énergie kioskFree water refillls!

Free and safe bike parking by

the exhibitors village.

Food available on site : Brynd Smoked meat,

La Mangue Verte, le casse-croûte

du Mont-Sainte-Anne

GESTEVGOESGREEN

COMMUNICATIONS :RESULTS AND SPINOFFS

19 %

11%

17%12%

36%

5%

Radio

Printed Material

February to August 2014.Roll out of the communication plan.Crescendo in June-July-August.

Web &Social Media

Promotion

Print adverstising

Signage

$ 420,000Total value

of communication plan

20,570,000impressions. Total reach

COMMUNICATIONS PLAN

9%= HIGHER THAN AVERAGE(ACCORDING TO BUSINESS & MARCHÉS,THE AVERAGE IS 2 TO 5%)

NEWSLETTERS

WEBSITE

JANUARYTO AUGUST 2014

150,877PAGESVIEWS

55,593VISITS

34,704UNIQUES VISITORS

117 DIFFERENTCOUNTRIES

VISITORS COMING FROM

WOW!8SENT

53%= HIGHER THAN AVERAGE(ACCORDING TO BUSINESS & MARCHÉSTHE AVERAGE IS 15 TO 20%)OP

EN RA

TE

CLIC

K RA

TE

WEB & SOCIAL MEDIA NUMBERS

FACEBOOK

TWITTER

INSTAGRAM

28 %FANS UP

TOTAL REACH701,4161,363,593TOTAL NUMBER OF IMPRESSIONS

TYPICAL PROFILE

18-34YEARS OLD(63 %)

1,187 NEW FANS

@VELIRIUM MENTIONS

#CITY8HAS BEEN USED18 %

INCREASE FROM LAST YEAR

1,225 221

TIMES82

TWITTERFOLLOWERS

FOLLOWERS202 52 %

INCREASE FROM LAST YEAR

WEB & SOCIAL MEDIA NUMBERS

ÉLECTRONICMEDIA

Over 100 INTEVIEWS

On-site coverage from

mountain bike magazines

INTERNATIONALLYRENOWNED

such as Canadian Cycling, Pedal Magazine,Free Hub Magazine, Pinkbike, Dirt Magazine,

Vélo Vert, VTT Magazine, etc.

Over

ACCREDITEDMEDIA125

from Canada, United-States,Germany, France, South Korea, Slovenia,

Australia, Japan, Italy and Spain

Over500ON THE WEBARTICLES /REFERENCES *preliminary data

media referenceson tv and radio

100minutes

of tv / radio coverage

215

MEDIA SPINOFFS

Not

e: P

relim

inar

y da

ta c

ompi

led

as o

f Aug

ust 1

5, 2

014.

articles121

pages

full pages

color pages

99

22

76

pages with photo

double page spreads

776

INTERNATIONAL!

«VÉLIRIUM OU LES TRÉSORS DU MONT-SAINTE-ANNE»– Vélo Mag, 1er mai 2014

«PLEIN LA VUE»– Le Journal de Québec, 1er août 2014

«DENSITÉ ET INTENSITÉ AU MSA»– Le Soleil, 29 juillet 2014

L’Est Républicain

La Tribunede Genève

Atherton Racing

Dirt MountainbikeMagazine

PinkBike

Pedal Canada’s Cycling Mag

MEDIA SPINOFFS

BROADCAST

Videos on vimeo.com/velirium reaching over 22 000 views!

Note : Audience measurement data to come.

INTERNATIONAL BROADCAST

NATIONAL BROADCAST

WEB

IN ADDITION

Produced and distributed by Red Bull Media House in over 15 countries (television and web, real time and off-line)

Live and rebroadcast on TVA Sports, MAtv and Sportsnet

Real-time coverage on Redbull.tv (World Cup) and Pinkbike.com (City8).

A huge thank you to our partners who generously supported both our volunteers and amateur races !

A1 Import

L'Aventure Restaurant

Bar Mitts

Bionet

Brynd Smoked Meat

Buff

Chez Ashton

Chez Bolduc

Crocs

Dakine

Fromagerie l’Ancêtre

Il Teatro Pizzeria

La Piazetta Mont Sainte-Anne

Laurier du Vallon

Le Centre Sainte-Anne-de-Beaupré

Le Marie Beaupré

Les Trois Becs

Mimosa Sushi

Old Dutch

Pub St-Bernard

Restaurant le Montagnais

Rôtisserie St-Hubert

Snack Bar St-Jean

So-Cho le Saucissier

Spa des neiges

Subway

Taverne Grande-Allée

Trees mountain apparel

Xensr

FRIENDS OF VÉLIRIUM

THANKS TO OUR PARTNERS !

v

UN PLAN DIVERSIFIÉ

Les placements ont été pensés dans le but de rejoindre chacune des clientèles cibles. Magazines spécialisés, actions touristiques, réseaux de distribution spécifiques… bref différents médias selon le public à rejoindre.

DIVERSIFIED CHOICES

Each media placement has been chosen to reach the target audience and

market. For the amateur participants and “bike fans” a more core cycling

marketing approached was applicated and for the general “visitor” a more

touristic mass event angle was executed

2.0 ET MOBILITÉ

En 2014, beaucoup de place a été accordée

au Web 2.0 et aux médias traditionnels. Des

promotions ont été mises en place avant

l’événement. Pendant l’événement, des

photos et des résultats étaient ajoutés

directement pendant les courses, favorisant

ainsi l’interaction avec les gens qui ne

pouvaient être présents à l’événement.

Le site adaptatif velirium.com a également

renseigné les gens sur le site et nous a

permis de diminuer considérablement la

quantité de programmes imprimés.

2.0 & MOBILE

The mobile and web 2.0 actions has

taken a great place within the 2014

actions. Promotions and direct

coverage with photos and updates

created a very updated mobile and

web-experience for our visitors.

Also by using the website, we printed

less flyers and brochures and had no

waste in terms of printed material.

Format Size 3’ x 4’

Affichage Posting Affichage urbain. city-posting.

Période Timing Juillet- Août July - August

Quantité Quantity 10


Distribution Distribution Affiche-Tout (réseau intérieur, extérieur et colonnes Morris) Mass distribution via « Affiche-Tout » in shops, restaurants and city-posting.

Période Timing Juillet July

Quantité Quantity 1 200

Format Size 18’’ x 36’’

Distribution Distribution Affiche-Tout (réseau intérieur, extérieur et colonnes Morris), boutiques, resto-bars (Québec, Montréal et région) Mass distribution via « Affiche-Tout » in shops, restaurants and city-posting.

Période Timing 23 juin au 3 août June 23 to August 3


Format Size 11X17’’

Distribution Distribution Côte de Beaupré




Distribution Distribution Sur le terrain auprès du comité organisateur, bénévoles, invités

Période Tming 31 juillet au 4 août July 31 to August 4


Format Size 10 7/8 x 14 ouvert

Affichage Posting Centres infotouristiques, réseau FEQ/SATQ, réseau Média Plus, Événements/compétitions, boutiques de Québec, de

Montréal, en régions, Ontario et USA

Période Timing 23 juin – Août June 23 to August



Affichage Posting Sur le site On site

Période Timing 31 juillet au 3 août July 31 to August 3

Format Size 8,5’’ x 11’’

Affichage Posting Sur le site On site

Période Timing 31 juillet au 3 août July 31th to August 3


Format Size 4.5’’ x 5,85’’

Distribution Distribution Insertion dans le magazine Vélo Mag, salons, festivals et promotions. Insertion in Velo Mag Magazine, events, promotions

Période Tming Avril April


Format Size 7’’ x 5,8’’

Distribution Distribution Envoi tous les membres FQSC Mailed to all FQSC members

Période Timing Juin June



Distribution Distribution Sans adresse, résidence Côte de Beaupré. No address, Côte de Beaupré



Format Size 11’’ x 17’’ (Recto/Verso)



Format Size 4,25’’ x 11’’

Distribution Distribution Salons, festivals et promotions. Events and expo

Période Timing Mai – juillet May to July


Format Size Divers

Distribution Distribution Aux partenaires, dignitaires, invités. For partners, dignitaries, guests.



Format Size 9’’x12’’

Distribution Distribution Salle de presse. Press room

Période Timing Août august

Format Size Lettre 8,5’’x11’’

Parution Issue 2014

Distribution Distribution Employés et bénévoles Staff and volunteers


Distribution Distribution Lounge Tremblay


Média Media Zoom Média – Réseaux sport, resto-bar et campus Québec et Montréal

Quantité Quantity 50 établissements restaurant and bars

Période Timing Juin et Juillet July and August

Média Media Zoom Média – Réseaux sport, resto-bar et campus Québec et Montréal

Quantité Quantity 6 établissements restaurant and bars

Période Timing Juin et Juillet July and August


Affichage Posting Sur la route 360, près du Mont-Sainte-Anne. On Route 360, near Mont-Sainte-Anne.

Période Timing Juillet et août July and August



Parution Issue Juillet July

Format Size 20’ x 10’ /


Parution Issue Juillet July

Format Size 78,75’’ x 64,75’’

Affichage Posting Dans la vitrine du dépanneur à Saint-Ferréol-les-Neiges.

Période Timing Avril à août April to August


Affichage Posting Autocollants sur les fenêtres de la cafétéria du Mont-Sainte-Anne.

Période Timing Avril à août April to August

Format Size 268,15’’ x 78,5’’

Affichage Posting Autocollants sur les fenêtres du IGA.

Période Timing Juillet et août July to August

Format Size Arche routière 10x8’ + panneau d’aluminium 4x4’

Affichage Posting Côte-de-Beaupré


Format Size 2x8’

Affichage Posting Côte-de-Beaupré


Période Tming Toute l’année All year

Période Tming Toute l’année

Période Tming 31 juillet au 3 août (un différent chaque jour) July 31 to August 3

Période Tming Toute l’année

Format Size Divers

Website Pedal magazine Canadian Cyclist, MTBR, Velo Mag, Pinkbike, local news website

Parution Issue Juillet et août July and August

Format Size Demi page

Parution Issue Juin June

Format Size Pleine page

Parution Issue Juin June

Format Size Pleine page

Parution Issue Mars – avril – mai March – April - May

Format Size Demi page

Parution Issue 20 et 27 juin June 20 and 27

Format Size Pleine page et couverture arrière

Parution Issue 1er juillet July 1st

Format Size 1/3 page et post-it sur couverture

Parution Issue Juillet et Août July and August

Format Size 4,5" x 2,575"

Parution Issue Mars March

Format Size 1/3 page et post-it sur couverture

Parution Issue Juillet et Août July and August

Format Size 1/3 de page

Parution Issue 5 au 10 août August, 5 to 10

At all times Canadian Tire was recognized as follows:

• Official supplier of the event

Canadian Tire exposure was made visible with the following items:

• Your logo on rotation on the 3 Giant screens on the venue (Mont Sainte-Anne x 2 and

Quebec City x1)

• General sponsor signage with logo

• Logo on the official web site of the event (Partners section)

• Logo or mention in several communication tools thanking our partners (signage in the

VIP area, etc.)

We’d like to thank Canadian Tire for your trust and effort to make this partnership take place with such

a short notice.

It was a pleasure t o work with Kim’s team again.

We believe and truly hope that we will have the chance to work with you again.

THANK YOU!!

Lisa, Peter, Chantal and the complete Vélirium crew.

SEE YOU IN 2015 !JULY 30 TO AUGUST 2, 2015

velirium 2014 post event ctc

Documents

world cup circuit

cte19h finale

organization of raid

world cup host1991montsainte

crosscountryworld cup

h party

h craigs brother

course designers