Miles Motor Group’s Marketing Team, Ashlyn Oswalt, Emily Kloogh, Caroline Pope, Ash Pearson, and Mark Lincoln.

Miles Continental Le Race Named ‘Best ŠKODA Event’

We’ve just returned from the annual ŠKODA Dealer of the Year awards where we were thrilled to win the award for New Zealand’s Best Marketing Event 2019.

This award was for the work we’ve carried out in making the Miles Continental Le Race the success that it is today.

2020 will mark the fifth year that we’ve supported this event. Back in 2015, we were looking at ways to take the ŠKODA brand beyond the showroom. We knew that ŠKODA had a strong affiliation with cycling overseas, particularly through support of the Tour de France, and ŠKODA New Zealand was also a strong supporter with close ties to a number of cycling athletes and regional cycling events. In fact, 125 years ago this year, ŠKODA’s founders began with the creation of a bicycle, years before they considered vehicles.

So, we started to look at cycling events and communities that we could support right here in Christchurch.

One of those events was Le Race, a road cycling event that starts in the heart of Christchurch and finishes in Akaroa. We teamed up with ŠKODA New Zealand to offer our support and become a sponsor. From day one, we knew that we wanted to be more than just a financial partner of the event, so invested our resources into helping make the event a huge success.

In the years that followed, our presence grew. Cyclists would head down the hill into Akaroa and see our substantial ŠKODA tent, complete with professional masseurs and an impressive array of food. In the lead up to each event, we worked closely to bring other sponsors of the event together to help strengthen our support and add more value to Le Race participants.

In 2019, the opportunity arose to become a major sponsor, taking naming rights for the event. We jumped at the chance and so the event was renamed to the Miles Continental Le Race.

Marketing team members Ash Pearson pictured left and Emily Kloogh pictured centre. Parts Manager James Tabak on right.

The ŠKODA Kodiaq RS Le Race vehicle designed by Ash Pearson.

Global Recognition

For 2020, our Senior Marketing Specialist Ash Pearson flexed his creative muscle to produce ŠKODA event vehicles with a striking new design. Through sharing on social media, the design of these vehicles fell into the lap of the events team at ŠKODA Auto (the global office) who were so impressed that they contacted us to let us know that they would use the design as inspiration for their own vehicles in the next Tour de France! Incredible recognition for our designer.

More Than Just a Logo

For us, the cycling partnership is much more than a single date in the calendar. Our support for cycling in Christchurch has grown and we’ve built an incredible community through our email newsletter and also via our active Facebook Group, with the support of Parts Manager James Tabak, and ‘friend of the brand’ Gary Oberholster leading the charge when it comes to organising cycling training events throughout the year.

Today, the green and white ŠKODA cycling jersey is a regular sight on the streets of Christchurch. We’re immensely proud of the work of our marketing team, of key professionals in our dealership group, and of our local cycling community for helping us to bring ŠKODA and cycling together.

Thank you to ŠKODA New Zealand for recognising our efforts and for naming the Miles Continental Le Race the best event of 2019. 

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