The
10th edition of the Absa Cape Epic, hailed as the world’s toughest
mountain bike stage race, is now only five months away… Absa, proud title
sponsor of the Absa Cape Epic for the eighth consecutive year, excitedly
announced its rider team for the 2013 edition of the race at a press conference
in Sandton on 9 October 2012.
EXP managed the event from a
branding and public relations point of view, generating in excess of R
700,000.00 media coverage value. The social media posts from
the announcement also drove
fantastic conversation and engagement, and helped the recently launched Absa
Twitter handle grow by at least 50 followers.
The event was strategically
held in the atrium at Absa Capital in Sandton to incorporate Absa and Absa
Capital colleagues (employees) in the announcement.
The key functions
successfully executed by EXP included managing media invitations and RSVP’s,
media registration and hosting on the day, motivating interviews with the
riders and coverage of the press conference, managing Team Absa on the day
(clothing, briefing for Q&A etc), pre-announcement team photo shoot, press
kit production and syndication including a press release and individual rider
profiles, speech writing, scripting the MC, and liaising with Absa’s in-house
event team to ensure the overall smooth running of the press conference.
About the Absa Cape Epic
The
Absa Cape Epic is an 8-day mountain bike stage race held annually in the
Western Cape province of South Africa. The challenging route changes every
year, and leads both amateur and professional mountain bikers from around the
world through approximately 800 kilometres of the unspoilt nature of the
Western Cape and up approximately 15 000m of climbing over some of the most
magnificent passes in South Africa.
Each
year, Absa selects a dynamic group of individuals to represent them at the
race, as well as to raise money for local charities.
About Team Absa 2013
Leading the team is Ernst “The Boss” Viljoen,
who will be taking on his fifth successful attempt at the race. Team Absa
veteran, Springbok rugby legend and Absa Cape Epic Amabubesi rider, Joel
Stransky will also bring a great level of experience to the team once again.
The first-time Absa Cape Epic riders include
model and TV presenter Janez Vermeiren, adventure enthusiast Letshego Moshoeu,
former Springbok rugby player Cornè Krige, and rally car driver Gugu Zulu.
Back again to join Team Absa for the second time is
model and actress Vanessa Haywood (2012), former Springbok rugby player Tiaan
Strauss (2008), and Johannesburg engineer Clayton Duckworth (2012).
And lastly, former Absa Cape Epic finishers
but new comers to Team Absa are Absa Capital Investment Banker Andrè Ross (2011
and 2012), Super Cycling
presenter Owen Hannie (2005 and 2009), and medical doctor, executive television producer and presenter, Michael
Mol (2010).
Each rider will dedicate their participation
in the team to a nominated charity of their choice and Absa will contribute R 1
500 per stage successfully completed per rider to their chosen charity. Some of
the organisations that will benefit from Team Absa in 2013 include The JAG
Foundation, The Big Tree Foundation, The LumoHawk Foundation, CANSA, and the Red Apple Cycling Club development project.