• Run Header

    Pedaling for a cure.

Tour de Cure


We were selected to provide public relations and social media support to the American Diabetes Association’s (ADA) Saratoga Tour de Cure, the premier cycling event in the Capital Region dedicated to finding a cure for diabetes. After a record-breaking $1 million was raised at last year’s Tour — which is ranked first in the state and third out of 90 Tours nationwide — the ADA enlisted our help to achieve its ambitious 2013 fundraising objective of $1.25 million.

We greatly enhanced the visibility of the event by identifying media partners, coordinating public affairs interviews, distributing press releases and securing feature stories, including an eight-page newspaper tabloid. This resulted in more than 80 TV/radio/print articles and interviews with a publicity value of more than $275,000.

This greater visibility — coupled with a strategic social media campaign and corporate recruitment effort that resulted in a 38% increase in team captains — led to the most successful Saratoga Tour De Cure to date. More than 2,428 riders (a 36% increase over 2012) participated in the daylong event, helping the non-profit meet its fundraising goal.