Connect With the Fan
For seven days every August, the world’s best professional cyclists compete in the Larry H. Miller Tour of Utah. For more than fifteen years, the event has been recognized as one of the top pro cycling events in North America. While the event has maintained a consistent brand image, each year a new campaign is created to generate interest and drive traffic.
Professional cycling events offer fans more opportunity to get close to the action than most professional sports. The increased fan access and involvement was celebrated by the creation of a character who embodied the bike race. Meet “SuperFan,” a fun-loving, quirky ambassador of the Tour, who personified and connected with the audience.