Two audiences, two videos, twice the riders.

01 — Where it started

Tour de Elizabeth was a good event with a local ceiling. The Division of Tourism wanted riders from across New Jersey and neighboring states, and it had a municipal budget to get them with. Awareness wasn’t enough. It needed registrations, and riders on the day.

02 — What was really going on

“Cyclists” is not one audience. A serious rider wants a route and a challenge. A parent wants a safe, fun day out with the kids. One ad can’t make both of them feel invited.

03 — What I did

1. 01

   Two cuts, one event. An adventure video for riders, built on historic streets and waterfront views, and a family video built around a day out with the kids.

2. 02

   Targeted beyond city limits. Facebook and Instagram campaigns aimed by geography and interest at cyclists across New Jersey and neighboring states.

3. 03

   Built momentum. Countdowns, contests and interactive posts to push early registration and sharing.

4. 04

   Covered the ground game. Press releases to community outlets and placements in local bulletins.

04 — The call that mattered

Making the second video. The family cut reached 76,451 people, nearly three times the rider cut, and earned 591 shares. Same event, a different reason to come.

05 — What changed

• Attendance doubled, from a 1,500-rider baseline to 3,000.
• The family video reached 76,451 people, with 57,695 views and 591 shares.
• The rider video reached 26,098 people, with 16,901 views and 106 shares.
• The tour grew from a neighborhood ride into a regional cycling event.

06 — What I'd tell you