Following a pitch process, SHIFT Active Media has been selected by Life Time Athletic Events to manage global PR and on-site press office functions for Life Time’s flagship cycling events, including Sea Otter Classic, Unbound Gravel and the broader Life Time Grand Prix series.
Starting with the 34th edition of the Sea Otter Classic presented by Continental in April, SHIFT will manage all aspects of endemic media delivery for the US event organiser – aiming to increase awareness, drive participation and support ticket sales.
Leaning on race communications experience, which has seen the agency previously partner with RCS as well as the UCI Track Champions League, the SHIFT PR team will seek to amplify Life Time’s cycling events, raising the profile of the Life Time brand. This will include pre-event global, national and regional storytelling, media accreditation, on-site media management and post-event race communications.
SHIFT’s remit for Life Time Athletic Events includes:
- Sea Otter Classic presented by Continental (including Expo, Sea Otter Summit and Fuego XL 100K cross-country MTB, – April 19, Monterey California
- Life Time Unbound Gravel 200 – June 1, Emporia, Kansas
- Life Time Crusher in the Tushar presented by The Creamery – July 13, Beaver, Utah
- Life Time Leadville Trail 100 MTB – August 10, Leadville, Colorado
- Life Time Chequamegon MTB presented by Trek – September 14, Cable, Wisconsin
- Life Time The Rad Dirt Fest – September 28, Trinidad, Colorado
- Life Time Big Sugar Gravel presented by Mazda – October 19, Bentonville, Arkansas
Tom Foy, Head of PR at SHIFT Active Media, said “Our appointment by Life Time Athletic Events is a flagship opportunity for SHIFT Active Media. Not only is it hugely exciting to partner with the leading player in North American cycling events, it’s also a great testament to our proven PR capabilities across global media activation and race press office management.”
www.lifetime.life/athletic-events
www.shiftactivemedia.com
