As many of you are already aware, the 2015 UCI Road World Championship cycling event is taking place in Richmond this week.
Excitement has built around the event, which is returning to the U.S. for the first time in nearly 30 years. It is a huge coup for Richmond to have been selected as the host city and furthers its reputation as a global destination. The championships are held annually in an international city chosen by the Union Cycliste Internationale through a competitive bidding process.
With 450,000 spectators expected to watch the race onsite and a TV audience in the hundreds of millions, this is certainly a tremendous opportunity to represent Virginia on the world stage.
The Virginia Tourism Corp. has partnered with Richmond 2015, the organizer of the nine-day event, and will air 500 30-second commercials across U.S. domestic television broadcasts during the event. As part of Virginia's sponsorship, VEDP received a portion of these spots and produced a new commercial tailored to the UCI event that is airing on NBC Sports Network during the race this week.
VEDP worked with Richmond companies Elevation Advertising to create the ad and The Branching to produce it. Overcoast developed the original background track, incorporating the cycling sounds.
Richmond is fortunate to have a strong cycling culture and was able to draw upon local talent to film the ad. We’re grateful to Carytown Bicycle Company, who provided items for the shoot, and local cyclist John Eiler, who rides for Team Carytown Bicycle Company and appears in the commercial.
Sports commentators have already remarked on the beauty of the city and the diverse and challenging courses that Richmond offers to competitors.
To learn why Virginia is a great place to live, work and play, click here. Check out our TV ad below.