A year with Tinkoff, Postman’s activity round-up

Our first and last season working with the now folded Tinkoff team has come to an end, but what a season it was! With 34 race wins from a hectic international race calendar of which we covered from February through until the end of October, together with the team we were able to create some great content over the year and build the team’s following both online and on social media.

What did we do?

We were tasked with creating content across all of the team’s digital communications channels, namely the team website, MailChimp – for both fans and press, Twitter, Facebook and Instagram. Being an international cycling team, this meant being reactive to team news and results around the clock, seven days a week.

Tinkoff website

Tinkoff’s Communications Director, Pierre Orphanidis, said of the partnership: “We started working with Postman just ahead of the Spring Classics and within days found a good working relationship with the guys providing accurate content online, showing great knowledge of professional cycling. The team was easy to work with and very flexible to the needs of a team racing internationally across different time zones any day of the week. Together we made it a successful final year for Tinkoff’s communications department.”

What were the highlights?

There were so many great results over the course of the season that it’s hard to really pick one that stood out. But there are a few races that were great to be so closely involved with. Peter Sagan’s first monument win at the Tour of Flanders was pretty special, particularly for the fashion in which he took the victory. Sticking with Peter, his Tour de France performance in general was enthralling to be working on – the content all but creates itself when you have such a talent and PR friendly rider as him. And then, of course the World Championships road race victory was special, having worked with him over the course of the season.

It wasn’t all just about Peter though, as following the performances of many of the riders whose roles and performances are often largely overlooked by the fans we have a deeper insight into what efforts goes into each race. So to see Michael Valgren take victory at his home race, the Tour of Denmark, after a strong overall team performance where Daniele Bennati also won the opening stage was quite special.

Peter Sagan

What made Postman the best for the job?

The most obvious reason is our in-depth knowledge and passion for the sport. Building a team to deliver the content for Tinkoff was relatively straight forward as, between us, we have a wide range of experience to deliver for a project like this. Then there’s our ability to be flexible in working for a team with demands such as Tinkoff. Covering wins at the Tour of California in the early hours of the morning, or three weeks straight of a Grand Tour, to races where there’s little coverage online at all like the Tour of Croatia, nothing proves too much to handle.

If you’re a cycling team and looking for help with your content strategy or delivery then please do get in touch. hello@wearepostman.com