Since its inception in 2001, the Tour de Munster Charity Cycle has raised over €3.9 million for its beneficiaries, with over €3 million for Down Syndrome Ireland Munster branches, which have been the beneficiary for the past 12 years, and will once again benefit through the upcoming Tour.  Fuzion has worked with Tour de Munster since 2007, and year after year, the success of the campaign has grown.

Each year this charity cycle sees approximately 120 amateur cyclists travel over 600k through the six counties of Munster over four days, supported by friends, family and the scores of DSI volunteers who fundraise along the route. Each cyclist covers their own expenses, so all funds raised go directly to DSI.

OUR ROLE

The PR campaign runs from the charity partnership announcement in April, to the official launch of the Tour every June, supported by case studies and human interest stories on Tour participants and families who benefit from the funds raised. There is PR activity around the Tour itself each August in terms of liaison with national and regional media re: pre-event publicity, photocall notices, and post-event publicity. The PR campaign finishes each year with the cheque presentation to the beneficiaries in November.

Fuzion also supports the PR campaign with media sponsorship negotiations. Irish Examiner, Clare FM, Tipp FM, RedFM, SPIN 103.8 and WLR FM are the Official Media Partners of Tour de Munster.

Our work with Tour de Munster involves a number of elements to ensure a successful campaign. We work with a huge amount of people involved in the tour, and building relationships is key. We ensure all messaging is consistent throughout to all key audiences. 

The people behind the tour and those who benefit from the funds raised are such powerful stories and are key to this campaign. We work with national and regional press nationally and throughout Munster and since 2007, we are delighted to have built such strong awareness to drive this fantastic fundraising campaign.

RESULTS

During the 2021 campaign, there was a total of 156 pieces of coverage across national and regional print, online and broadcast media. A total PR value of €370,000 was achieved. In 2021 alone, the tour raised a phenomenal €522,201.