Objective
The idea here was to create brand visibility as well as to generate sales by asking one of our local retailers to come and sell eyewear during the event.
Aside from that, the Amstel Gold Race was a great opportunity for the optical and sport account managers to invite their top customers to come and ride with us.
Date: 13-4-2024
Event: End consumer event/sell out
Location: Valkenburg, The Netherlands
Number of attendees: 40000
Number of sales: 25
Details
This year we decided to join forces with the organization of the Amstel Gold Race and be present at the tour edition. During this event, people tackle the hills of Limburg during a distance of their choice. This can be a 65, 100, 125, 150, 200 or even 240-kilometer ride. From distances 150 kilometers and up, you will tackle all the famous climbs as the pros such as the Eyzerbosweg, Keutenberg, and Cauberg with a total of more than 2000 meters of elevation.
For Oakley this was a great opportunity to interact with its customers and consumers on a whole other level. By showing up with the trailer, we were able to invite one local retailer to come and sell our products. For us, this meant we were able to invite our most valued customers and colleagues to join and come ride with us.
The event started with setting up shop friday morning and making sure everything was ready to go at 02:00PM when the first people were expected to come and pick up their bib. Aside from this Bram put together a wonderful package for those who were invited which they could come and pick up at the stand.
Saturday was an early start as the first wave was able to start riding at 07:00AM until 11:00AM. This meant a packed morning with loads of customers, staff members and consumers on the stand all at once. This could only mean one thing, time to sadle up and get going to enjoy a nice cold glass of Amstel (Radler/0.0%) once you’re done.
To finish off the weekend there was the chance to see the pro race on Sunday aswell, with Tom Pidcock taking the win in the mens race and a spectacular Oakley battle between Lorena Wiebes and Mariane Vos on the womans side.
Leave a Reply