An Post has confirmed an extension to its support of the An Post Rás into 2015 and has also announced details of a new competition which will harness the power of social media among the riders competing in this year’s renewal.
The route of this year’s race was unveiled in Dublin on Wednesday and will take in 1260 kilometres of spectacular racing around the country between May 18th and May 25th.
There will be eight challenging stages travelling anticlockwise around Ireland, beginning in Dunboyne and featuring stage end finishes in Roscommon, Lisdoonvarna, Charleville, Cahirciveen, Clonakilty, Carrick on Suir, Baltinglass and Skerries.
Former An Post rider Ronan McLaughlin was on hand to launch this year’s route alongside fellow Irish riders Roger Aiken and Connor McConvey. McLaughlin, who came agonisingly close to winning a stage following a heroic solo ride into his hometown in Bundoran in 2012, is busy putting together a Donegal based outfit for this year’s race.
“I’m working on getting a Donegal team together for the An Post Rás, which has been a very exciting new challenge for me. The course looks to be set up to give every rider a chance, although I think it will be won or lost in the tough middle stages where the mountains will have a big say in the outcome.”
“This is the fourth year of our very successful partnership with the Rás. Together, An Post and the Rás bring incredible racing around the country and we receive massive support from communities all along the route,” said An Post CEO Donal Connell.
“The 2014 route will deliver another special edition of the race this coming May and An Post is pleased to confirm that we will continue our sponsorship for Rás and through this, our support for Irish Cycling into 2015.”
As a new addition to this year’s race aimed at encouraging riders to post in social media, An Post is running a C-Factor competition, looking for the County Rider who best exemplifies the spirit of the An Post Rás between the launch and the final day of the race on May 25th.
The award will recognise a combination of race riding and the avility to get a great story across to those who will be following on twitter, facebook, google+ and elsewhere.
The event will be assured of a strong following through riders having to use the #Ras2014 Hashtag though the use of six more characters to insert the brand might also have been a worthwhile addition.
Details of the international teams set to join this year’s An Post Rás will be released over the coming months. The An Post Sean Kelly team has already committed to participating.
Lesson for Sport: Utilise your social media following by incorporating specific campaigns around the major events
Lesson for Business: Make sure to keep your brand to the fore wherever possible so that your association with the event is seen through multiple perspectives.
