The 2012 Amgen Tour of California begins this weekend. As one of the largest and best recognized international cycling races in the U.S., Amgen attracts world-class professional cyclists to the state, and affords sponsoring destinations an opportunity to reach a truly global audience.
We at Strategic Marketing Group were curious to know whether Amgen worked as a tourism promotion vehicle for California destinations. Last year we interviewed three communities that participated in the 2011 tour afterward, to find out whether it worked for them.
We’re pleased to share the results of those interviews with you in our latest white paper, After Amgen, which is available as a free download on our website. Download the After Amgen white paper now.