Yaffa Media's Bowral Classic rides into contention for national Event of the Year

By AdNews | 10 August 2017

The Bowral Classic, AdNews' publisher Yaffa Media's inaugural cycling event, has been nominated as National finalist for three coveted 2017 Australian Event Awards.

The family-owned media business's first foray into sports event management is up for the Best New Event, Best Community Event and Best Achievement in Marketing, Communication & Sponsorship gongs.

Now in its ninth year, the Awards are considered the most prestigious prize of their kind among industry leaders and event organisers from around the nation. The winners will be announced at a gala ceremony at The Events Centre in Caloundra on the Sunshine Coast, Queensland on 13 September.

The Bowral Classic is also nominated for Australia’s Favourite Event which is determined by a public vote that opens today at www.eventawards.com.au.

The event quickly captured the imagination of cyclists everywhere, including a number of prominent players in media and marketing. An initial target of 1,000 riders was blown out of the water as more than 3,000 cyclists from around the nation and eight overseas countries descended on the historic township of Bowral in the New South Wales Southern Highlands on 23 October 2016 to take part in the first Bowral Classic.

Event organiser James Yaffa, who also publishes Australia's pre-eminent cycling publication Bicycling Australia, devised and implemented a media and marketing campaign that generated $3m worth of exposure for the event, from an investment of just $50k.

Nearly half of the 3,023 riders that took part brought their families to make a weekend of it, injecting $1.5m into the local economy. while participants raised $109k for a variety of charities via an innovative 'you choose, you decide' charity portal.

"We are thrilled to have the Bowral Classic recognised as one of the best events in Australia by this prestigious awards program," Yaffa said.

"Our nomination is testament to the enormous hard work from a lot of people and the tremendous faith shown in us by key stakeholders; sponsors, our brilliant media partners and all the cyclists that took part on the day."

Co-chair of the Australian Event Awards Judging Panel, Sandy Hollway AO said, “The Awards puts a spotlight on the industry suppliers delivering incredible technical, design, marketing and other achievements, often behind the scenes".

"Once again, the finalists in this year’s Australian Event Awards demonstrate the strength and variety of Australia’s events industry."

Among those who saddled up for the full 160km Bowral Classic ride through one of the most picturesque courses in Australia was local Federal MP Angus Taylor who was full of praise for the event that benefitted his electorate on many levels.

"Think of the tourism dollars pouring in, the packed cafes and accommodation houses. Think of the invaluable exposure this will generate for the beautiful Southern Highlands and its villages. But also think of the tremendous health and environmental benefits,” the Federal Member for Hume said.

The Bowral Classic has become an annual event with the 2017 version to ride off on 22 October. The concept has also expanded into other states in 2018 with the inaugural Clare Classic to be held in South Australia's stunning Clare Valley on 8 April and the first Noosa Classic to take place on 26 August.

Go here.

Go to http://www.eventawards.com.au/ for all the Australian Event Awards finalists and to vote for Australia's Favourite Event. 

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