Kyle Petty Charity Ride Across America

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In 2014, on the 20th anniversary of the Kyle Petty Charity Ride Across America, more than 225 motorcycle riders traveled 2,800 miles to raise awareness for Victory Junction, a camp for children with chronic medical conditions or serious illnesses. The coast to coast route was a first in the Ride’s history.

Our team researched local communities along the route, as well as promoted the news to communities endemic to NASCAR, motorcycling and Victory Junction. Overall, our efforts increased social media engagement and influencer conversations, while raising 1.1 million dollars for Victory Junction via online donations and along route stops.

The results:

  • Gained national coverage to promote the Ride, including outlets such as Guitar Aficionado, USA Today and The Weather Channel, Fox News, ESPN and Rider Magazine.
  • Coordinated nearly 200 media interviews for celebrities such as Kyle Petty, Richard Petty, Herschel Walker and Allen B. West.
  • Increased social media engagements, number of fans and reach for all social media platforms (in some cases 1,000% more YOY).
  • Secured so much print, online, radio and television coverage – we had to order a special binder to hold it all!
  • Kyle Petty Charity Ride
  • 2014
  • Media and blogger relations
  • crisis communications
  • brand voice development
  • key message development
  • new product launches
  • editorial message placement

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