Peloton Sports Recognized With Public Relations Award for Tour of Utah


ALPHARETTA, Ga. (November 13, 2013) – Peloton Sports, Inc., a public relations firm with a focus on sports and events clients, received a Phoenix Award for Press Conferences from the Georgia Chapter of the Public Relations Society of America. The Phoenix Award was presented to Jackie Tyson, founder of Peloton Sports, for a national press conference organized and executed for the Larry H. Miller Tour of Utah. The press conference generated a record number of attendees and media coverage from across the U.S. for the professional cycling stage race.

The annual Phoenix Awards competition is designed by PRSA Georgia to recognize projects and programs that demonstrate excellence in the public relations profession in Georgia. The awards competition is open to all PR practitioners who reside in the state. Peloton Sports has been based in Alpharetta, Ga. since 1998.

The Tour of Utah has contracted Peloton Sports for the past three years to oversee all public relations activities, including race week media operations. Envision a weeklong Tour de France on American soil and you have the Tour of Utah. This internationally-sanctioned, professional cycling event featured 16 of the world’s top cycling teams racing across 586 miles in 2013, and seven new host cities. To create a buzz for the 2013 host city announcement, Peloton Sports staged a press conference at the airport terminal in one of the new communities in the southern part of Utah.

Peloton Sports worked with local Tour vendors, Cedar City officials and KJZZ-TV to produce resources that would encourage media coverage across the state of Utah, as well as national sports news outlets. Media partner KJZZ-TV videotaped the event and provided same-day b-roll for electronic distribution and for the Tour’s web site.

Results from the press conference surpassed the benchmarks set by the public relations plan created by Peloton Sports, including a few notable achievements:

  • A total of 7.25 million media impressions were generated across 98 news stories.
  • From the earned media coverage, 73% listed the names of all 10 host cities for the Tour.
  • The attendance for the event exceeded expectations by 60%, with 200 media and guests at the Cedar City venue.
  • The b-roll created was used by multiple television stations in Salt Lake City, the primary target market, and was used by national media outlets for web content and story quotes.

Peloton Sports, a woman-owned agency, was founded in 1998. Since 2003, Peloton Sports has been recognized with 11 PRSA awards by the Georgia Chapter. Peloton Sports has managed media relations and public relations campaigns for clients in Georgia and across the country. Current clients include 24 Hours of Booty of Atlanta, Larry H. Miller Tour of Utah, Volkswagen USA Cycling Professional Road & Time Trial Championships, On The Rivet Management, Uncle Shucks Corn Maze & Pumpkin Patch, and Stark RFID. For more information on Peloton Sports, visit the Web site:



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