| Abstrakt: |
The article describes the plan to bring professional cycling back to Colorado with the creation of 2011 USA Pro Cycling Challenge (Pro Challenge). The event brought together cyclist Lance Armstrong, Colorado Governor Bill Ritter and Quiznos restaurant owners Rick and Richard Schaden. Pro Challenge hired public relations (PR) team Rogers & Cowan with the objective of drawing viewership and positioning the race as a world-class cycling competition. Details of the PR strategy are included. |
