Tour de Foothills Marketing
Upland Chamber of Commerce
While it may not have quite the same global recognition as its French predecessor, the Tour De Foothills is one of Southern California’s most popular cycling events. The Tour’s committee hired Echo-Factory to promote the 2011 and 2012 rides.
We started by rebranding the tour and launching a new website. With the Tour’s new image in place, we created print and social media campaigns to attract riders. At the same time, we developed promotional kits that encouraged local businesses to sponsor one of their community’s most important events.
Both ridership and profitability were up for the 2011 and 2012 Tour de Foothill rides. With its improved image and growth, the Tour became an attractive target for outside investors, one investor even purchased the rights to the 2013 ride and beyond.