SKODA Cycling – InternationElles

Our brief was to leverage Skoda’s sponsorship of the InternationElles, an international group of amateur women cyclists, who juggle full-time work, family lives and extensive training regimes to complete an epic cycling challenge to raise awareness of gender inequality in their sport.

Unable to travel to France to complete the J-1 ride, the full Tour de France route one day before the men, due to the Covid-19 pandemic, the riders set themselves new challenges to ensure their voice could still be heard.

Two new challenges coincided with the start of the Tour de France:

A non-stop team virtual relay covering the full Tour de France distance of 3,484km in under four days

The five UK-based riders then took on the infamous Everesting challenge, climbing the full 8,848 metres of Mount Everest on the notorious Bwlch climb, South Wales in 18 hours

Media interviews conducted before, during and after the rides maximised exposure for both the InternationElles and Skoda Cycling

50+ pieces of coverage

1.3 million estimated coverage views

219,000+ organic YouTube video views

2,200+ social media shares

Highlight coverage included BBC Sport, BBC Radio Five Live, Sunday Times, Daily Telegraph, the Global Cycling Network (GCN) Show and the Cycling Podcast