Rewarding the Last Lions.

The Absa Cape Epic is a gruelling 8-day mountain bike stage race that no one undertakes lightly. Few return to race it again. In 2016, we rewarded the only 4 riders who had participated every year since inception and finished, helping to create more buzz for the race than ever before.

Rewarding the Last Lions.

The Absa Cape Epic is a gruelling 8-day mountain bike stage race that no one undertakes lightly. Few return to race it again. In 2016, we rewarded the only 4 riders who had participated every year since inception and finished, helping to create more buzz for the race than ever before.

Results:

In an Olympic year, due to the training load required to race the Absa Cape Epic and the increased rest period needed thereafter, many professional mountain bikers choose to focus on the Games taking the media’s attention with them. The Last Lions helped create hype of a different nature.

Results:

• The Last Lions generated nearly 2 million in earned media value just from the Absa Cape Epic Route Launch gala evening alone. Media value thereafter was estimated to be 10-times that.

• This marketing property created has continued to be leveraged for many subsequent years.

Results:

In an Olympic year, due to the training load required to race the Absa Cape Epic and the increased rest period needed thereafter, many professional mountain bikers choose to focus on the Games taking the media’s attention with them. The Last Lions helped create hype of a different nature.

• The Last Lions generated nearly 2 million in earned media value just from the Absa Cape Epic Route Launch gala evening alone. Media value thereafter was estimated to be 10-times that.

• This marketing property created has continued to be leveraged for many subsequent years.