Bupa Around The Bay

About the project

Bupa Around the Bay attracts thousands of cyclists from widely varied backgrounds and mixed experience. Due to the type of participants expected the 50km ride is a strategic activation focus. This shorter, more inclusive ride is well aligned to Bupa target audience (females, young couples and families). The participants in the 50km will be the least experienced and least ‘serious’ of all riders. Over five different distances, cyclists will ride in either the 250km, 210km x3, 135km, 100km x2 or 50km event. These eight different courses make it difficult and expensive to reach all riders ‘en route’. The challenge was to engage a wide audience of cyclists during the 50km ride section, A section which features the iconic West Gate Bridge.


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Warren Michael


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