November 2, 2009 (Monterey, Calif.) – The Sea Otter Classic, Powered by SRAM, the nation's largest annual cycling festival, has retained Backbone Media to direct its social media outreach. Longtime cycling industry veteran Mike McCormack has joined the Backbone Media team and will manage the partnership with Sea Otter.
“Backbone's expertise and acknowledged status as creative groundbreakers in the emerging frontier of social media will provide us clearer lines of communication with our Sea Otter athletes and fans,” states Frank Yohannan, CEO of the Sea Otter Classic. “The Backbone and Sea Otter partnership will enhance the event experience for everyone involved and will provide greater value for our existing partners.”
Backbone, which has executed successful social media campaigns for clients such as New Belgium Brewing and Cloudveil Mountain Works, will work with Sea Otter to communicate key messages and build an engaged, year-round festival community that extends beyond the physical parameters of the event.
“The Sea Otter Classic is an iconic annual event with lots of positive momentum going into its 20th anniversary year,” notes Penn Newhard of Backbone Media. “Adding Mike McCormack to oversee Sea Otter's strategic social media campaign and build upon their heritage is a win for all involved.”
McCormack's affair with all things cycling began 20-odd years ago on the unforgiving Milwaukee asphalt riding his father's two-sizes-too-large Motebecane Kibuki. Two decades of unplanned dismounts later, his enthusiasm for cycling remains charmingly undimmed. His career within the industry has seen him occupy diverse sales and marketing roles within organizations such as Bontrager and Klein, Yeti Cycles/Bigfoot Productions and the SuperCup Cyclocross Series. Over the past decade, McCormack has played a prominent role in establishing a new breed of community-conscious cycling promotions like the Firecracker 50, MTB Little League and the Breck Epic MTB Stage Race.
About the Sea Otter Classic
The 20th Annual Sea Otter Classic will be held April 15-18, 2010, at the Laguna Seca Recreation Area, Monterey, Calif. The four-day cycling festival hosts nearly 10,000 professional and amateur athletes and 50,000 fans. More information can be found at www.seaotterclassic.com or by calling (800) 218-8411.
About Backbone Media
Backbone Media is an independent public relations and media agency specializing in the outdoor and active lifestyle markets. With offices in Carbondale, Colo., and Jackson, Wyo., Backbone's team of media professionals represents some of the most respected brands in the outdoor industry. www.backbonemedia.net.
Chris Worden - Sea Otter Classic
Mike McCormack - Backbone Media