Whale-like-fish has provided PR and social media support for Etape Loch Ness in 2021, 2022 and 2023.
The Etape Loch Ness is a cycle sportive, which is a short to long distance, organised, non-competitive mass-participation cycling event. It takes place around iconic Loch Ness, offering the chance to cycle 66 miles (106 km) on traffic-free roads. The 360° closed-road route around the loch starts and finishes in the Highland capital of Inverness, offering 900m of ascent. There is a timed King of the Mountain stage, with a 4.8-mile (9 km) climb gaining 380m in height with a gradient reaching 12% at times. All cyclists can opt to raise money for the official charity, Macmillan Cancer Support.
Whale-like-fish handles media relations pre and post-event, drafts case studies based on cyclists’ stories which are pitched to media, provides event support on the day, including social media management, and crisis communications support. We also manage influencers or journalists who are taking part in the event.
Our highlight so far has to be the story of 63-year-old Gerard McLarnon from Randalstown, County Antrim, who successfully completed the 2022 Etape Loch Ness after a long battle with Covid-19 which saw him hospitalised for 70 days, 57 of which in ITU and 40 days on a ventilator. It left him having to learn how to walk, talk and swallow again. A long Covid sufferer, he completed the 66-mile cycle sportive with oxygen cylinders on his back.
Gerald had planned to do the Etape Loch Ness along with his fellow riders in Creggan Wheelers back in 2020 and had been training for it. He was admitted to hospital on March 31st where he remained for 70 days. He firmly believes that training for the Etape in 2020 saved his life saying: “Had I not had that level of fitness to fight Covid, it would have been a different story.”
Whale-like-fish was only made aware of his story after he had finished the Etape and quickly met him in the event village, interviewed him and turned around a story for media in Northern Ireland within a matter of hours.
The media coverage generated for the Etape Loch Ness is extensive with case studies appearing in local media titles all over the UK from the West Midlands to Lancashire to Northern Ireland as well as event coverage appearing in the Highlands and Scottish national media as well as cycling titles.
Got an event you need PR support for? Get in touch on hello@whalelikefish.co.uk to see how we could help!