EVENT PROFILE friday 8 APRIL - monday 11 April 2022 - Tour de Brisbane
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friday 8 APRIL - monday 11 April 2022 EVENT PROFILE
What Is the
The Tour de Brisbane is Queensland’s premier bike ride for all abilities,
showcasing Brisbane’s iconic landmarks on fully closed roads.
The Tour de Brisbane continues to grow its legacy as the most sought after cycling event in Queensland. More than
doubling in size since the inaugural event, the 2021 Tour de Brisbane left cyclists buzzing about the unique aspects of
the course and the Brisbane Cycling Festival offering. There is little doubt the Tour de Brisbane is posed to become an
event unique on the World Stage - no other mass bike ride and race is based in the heart of a City bringing together all
participants in one unified start and finish location.
Held on Sunday 10 April 2022, the Tour de Brisbane will return in conjunction with the Brisbane Cycling Festival,
incorporating a National Road Series race, 110km* UCI Gran Fondo World Series Qualifier, 75km* Medio, 50km* Piccolo,
15km* NEW Short Course and a Free Community Ride. With renewed focus on increasing women’s participation and
inclusion opportunities, we expect to increase our field by more than 40% to 10,000 riders in April 2022.
The Tour de Brisbane is a not for profit event and we are pleased to continue our work with our Official Charity Partner,
The Common Good. The Common Good works to buy precious time into organ transplant research. This charitable cause
aligns strongly with Tour de Brisbane’s broader organ donation agenda. Our goal is to raise over $200,000 in 2022, which
equates to over 4,500 hours of research.
EVENT OVERVIEW
DATE: Friday 8 April - Monday 11 April 2022
START/FINISH: Brisbane Showgrounds
TOUR DE BRISBANE FORECAST: 10,000 + Riders | 11,000 + Spectators
BRISBANE CYCLING FESTIVAL FORECAST: 30,000 + Riders and supporters
What Is the Tour de Brisbane
A long term vision A one-of-a-kind event
The Tour de Brisbane was created with strong This is a unique growth opportunity that
political and policy support from Local and State encapsulates both the Growth Forecast serious
Governments as a showcase for South East racing market and the social ride community.
Queensland as it prepared for the 2032 Olympic
Games. With the Games now confirmed, the Tour We are the only inner city sporting event that offers
de Brisbane will cement to Brisbane’s position as a free, family focussed activity on the same iconic
Australia’s premier cycling destination. features professional cyclists use, representing a
tremendous opportunity for growth that transcends
Strong foundations have been set with the event a typical sporting event.
trending continual growth and primed for interstate
and international growth based on the appeal of We are also one of the only closed-road bike rides
Brisbane and Queensland. in the world based in the heart of a City bringing
all participants together in one start and finish
We want to be recognised as one of the fastest location, next year at the Brisbane Showgrounds.
growing UCI rides and races worldwide in the next
five years, an annual pilgrimage to Brisbane to ride,
race, stay and play.
Growing from strength to strength
The Tour de Brisbane will continue to build on its legacy as Brisbane’s most loved bike ride.
In 2020, we targeted 150 NRS riders, 2,500 Gran Fondo riders, 500 Piccolo riders and over 3,000 Community
riders, a 66% increase on 2019. Despite a postponement to 2021 and a last minute lockdown, these targets
were met for the 2021 event and in some cases exceeded.
In 2022, the program has been expanded to target over 10,000 riders. We expect 150 riders in the new
Street Sprint series and 400 for the Saturday Buzz @ Muzz.
Sunday’s Tour de Brisbane will target 200 NRS riders, 3,550 Gran Fondo riders, 1,400 Medio riders, 750
Piccolo riders, 300 in the new Short course and over 3,000 community riders. 300 riders are also expected
for Monday’s new Time Trial. These are COVID sensitive numbers, taking into account current national and
international travel restrictions.
40000
35000
Growth ForeCast
30000
25000
20000
15000
10000
5000
0
2019 2020* 2021 2022 2023 2024 2025 2026
National Road Series Fondo Riders Community Riders Supporters
*2020 event cancelled due to COVID-19
Why Partner with
Cycling?
12% of Australians aged 15+ are active participants
in Cycling annually Totalling
38% female, 62% men adult participation 2.504M
participants
11% of Queenslanders are active participants
15% projected annual increase in participation
29% of Australians had a holiday cycling experience Peak participation
in the last 3 years
for both male and
59% take part in cycling weekly female age 45-54
participation by income
the course
110km Gran Fondo, 75km Medio, 50km Piccolo,
15km short OR FREE COMMUNITY RIDE.*Proposed 2022 course
Whether you’re going for a pedal with the fam or going for the podium, there’s a group ride or race for you.
Riders will cross over some of Brisbane’s most iconic sites.
mt coot-tha southbank
storybridge
CENTENARYMOTORWAY
SOUTHEAST BUSWAY
redlands
Mt coot-tha Southbank storybridge
KANGAROOPOINT KINGGEORGE
EAGLESTREET
CLIFFS SQUARE
SOUTHEAST REDLANds INNERCITYBYPASS
BUSWAY
LEGACYway CENTENARY GOBETWEEN
TUNNEL MOTORWAY BRIDGE
customer SEGMENTS
who rides with us
The 2022 Tour de Brisbane aims to attract 20,000+ riders and spectators.
Here is the breakdown from past Tour de Brisbane events:
DEMOGRAPHICS (Based on 2019-2021)
AVERAGE GENDER
GRAN FONDO, MEDIO
AND PICCOLO
21%
35% 65% 79% 49%
51%
ORIGIN OF PARTICIPANTS AVERAGE AGE
50.2
OTH
RSE
36.3
OT
TAT
H
ER
ES
AR
EA
S
25
QUEENSLAND BRISBANE
Gran Fondo,
Medio and
Piccolo
marketing plan
We understand the importance of a fully integrated marketing strategy to ensure
the projected numbers of riders and spectators are achieved.
Our marketing plan is designed to promote the Tour de Brisbane as a unique
world-class cycling event on fully closed roads accessible to everyone with a bike.
Traditional media
The Tour de Brisbane marketing plan is designed to utilise a diverse range of advertising and promotional
platforms which enable us to further leverage our partners’ investment.
From one-to-one mail campaigns to targeted media purchases across the East Coast, the Tour de Brisbane
will utilise strategic partnerships across traditional media outlets to receive major media coverage at state
and national levels.
Some of the media activities include:
Proposed media activities include:
Print – Courier Mail
Radio - TripleM, 96.7 Family, Hit 105. 1.91M listeners in 2021
TV – proposed partnership with The Common Good and Channel 10
Billboards - estimated 2.36M impressions throughout the 2021 marketing campaign
Inner City TV Screens - estimated 621,565 impressions throughout the 2021 marketing campaign
Live stream broadcast including drone flyover - highlights package on SBS received 67,000 viewers in 2021.
marketing plan
Digital media
In 2022, NXsports will harness the power of our local advocates, creating awareness and driving referral
campaigns through a strong online and social media proposition.
Our updated event website will include rich content including athlete and ambassador testimonials, while
e-newsletters and social media will generate awareness of the program amongst new audiences, drive
engagement with target markets, and encourage viral content distribution.
4,900+ 43,218
2.79M 7,950+ 5,000+
Impressions 2021
Participant
database
1,800+ 4,000+
2979
70
138,372 392
Users
in 2021
436,940 389
Page views
in 2021
1.59 285
average session
time in 2021
OUR GROWING TOUR DE BRISBANE ECO SYSTEM
EDM AND SMS DIGITAL
WEBSITE SOCIAL MEDIA
CAMPAIGNS ADVERTISING
The Tour de Brisbane has Our dedicated CRM system We pride ourselves on Our digital advertising
achieved: allows us to tailor campaigns personable communication, campaign targets high traffic
to specific audiences before, leveraging our loyal websites and social media
323,098 unique visitors to the
during and after the event so competitors and providing frequented by our primary
website
we can deliver strategic sales incentives to increase online target market.
3.79M Google impressions development. word-of-mouth.
Facebook / Instagram
EDMs and SMS campaigns Blogs and testimonials from advertising campaigns,
are regularly sent out to our past participants achieving 2.79M impressions
12,000+ database throughout in 2021.
Online competitions
the year
Google display ads.
Ambassador Content
marketing plan
City-wide signage
• Digital billboards in high traffic sites across Brisbane
• VMS – portable boards plus city, state, council, Department of Transport and Main Roads, and Transurban assets
• Flyers – 66,000 estimated local homes on course
• Big Screen placement in King George Square and Queen Street Mall
Integration with the Brisbane Cycling Festival
Set in Queensland’s picturesque city of Brisbane, the
Brisbane Cycling Festival ferments the city’s reputation
as a major cycling tourism destination. The Brisbane
Cycling Festival is a celebration of everything cycling,
with something for everyone from professional, mass
participation and amateur cycling events.
In 2021 the Brisbane Cycling Festival was highly
successful with over 28,000 participants actively
engaged in the festival’s activities and events. During the
Festival period locals and visitors knew that the festival
was in town, with over 35 community spectator activities
across 17 suburbs of Brisbane.
More information at brisbanecyclingfestival.com.Proposed
AMBASSADORS Representing tour de Brisbane
Robbie McEwen Craig ‘Crowie’ Alexander Jay McCarthy
Nexgen Cycling
Robbie McEwen is a triple winner of the Craig Alexander is an Australian As an Nexgen Cycling Alumni, Jay
Tour de France’s green jersey sprinters’ triathlete based in Sydney. ‘Crowie’ is has enjoyed a long relationship with
classification, and at his peak he was a five time Triathlon World Champion, NXsports, and is now living in Europe
arguably the fastest sprinter in the world. three-time Ironman World Champion and is a Gran Tour Pro-cycling member
Robbie now lives on the Gold Coast and KONA, two-time Ironman 70.3 World of the BORA-Hansgrohe Race Team.
is an annual commentator of the Tour de Champion, and Order of Australia Medal
France. recipient.
CathyPeel ZacEsso
Cathy Peel is the Brisbane leader for Chicks At age 19, Zac was given the gift of life
Who Ride Bikes, the largest community of through a heart transplant. Zac has since
female cyclists in the country. been training for the Medio Course, and is
a valuable ambassador representing The
Cathy spends her weeks leading beginners
Common Good in raising funds for vital
and experienced riders in group rides, and
heart and lung transplant research.
is a positive voice for new riders in the City.come ride with us!
We hope to be able to meet and discuss with you your aspirations around sponsorship, brand positioning and
any specific areas of interest. We strive to provide unique and bespoke sponsorship opportunities that will
add value and exposure to your brand.
NICOLA FARQUHAR
Engagement and Sales
engagement@nxsports.org | 0478 710 344
MIKE CRAWLEY
Race Director
mike@nxsports.org | 0402 226 333
Tour de Brisbane is the proudly created and produced by NXsports Community Foundation. NXsports has
been a successful player in the Australian sports events sector for over 20 years and currently owns and
manages a number of major sport events including the Battle On The Border; Tweed Coast Enduro; Kingscliff
Triathlon; Byron Bay Triathlon, and Yamba Triathlon.
Visit www.nxsports.org for more information on NXsports Community Foundation.You can also read
