Nitrocross battles on snow and ice at second-ever Calgary round

Posted on March 7, 2024

As Brookline PR’s resident car-junkie, you can probably guess which client event holds a special place in my heart – Nitrocross. Brookline geared up to work with returning client Thrill One Sports & Entertainment (Thrill One) to manage the media relations efforts for the second-ever Calgary round of Nitrocross following its roaring success in 2023.

Photo via Nitrocross

In typical Nitrocross fashion, our team hopped into the fast lane to announce ticket sales in November 2023. Brookline coordinated the press release, pitched media, secured interviews and tracked for coverage. Our team’s efforts secured placement of the press release in over 110 outlets and interviews with local outlets such as Livewire Calgary and CityNews 660.

Our team started 2024 off with a bang, developing and pitching a media advisory outlining interview availability for two of the rowdiest drivers in Nitrocross – former UFC fighter, Donald “Cowboy” Cerrone and stuntman Jim York, both set to debut in Nitrocross’ newest car class, the Baja Bugs. Brookline secured interviews with several local media outlets including Livewire Calgary, Sportsnet 960, CTV News Calgary, QR Calgary and the Calgary Herald.

The week prior to the event, the team developed and pitched a media advisory inviting local outlets to attend a pre-event press conference and to register for media accreditation. Brookline provided on-site support at the press conference managing media attendance and coordinating interviews with Global News, CTV News, the Calgary Herald, Livewire and The Weather Network.

After experiencing unseasonably warm weather, temperatures dropped just in time for the weekend event which featured an exclusive Fan Fest and a full day of racing. The Fan Fest offered thrill-seekers an opportunity to go behind the scenes to see the cars and attend meet and greets with drivers. On race day, fans were glued to the edge of their seats as they witnessed the debut of the Baja Bugs and the return of the NEXT Class and Nitrocross’ all-electric E Class as they slashed through the snow and ice.

Photo via Nitrocross

Overall, Brookline’s media relations efforts secured 325 pieces of coverage capturing a reach of over 174 million across print, online and broadcast – an astonishing 153 per cent increase from our 2023 efforts. Despite some challenges with Calgary’s unpredictable weather, I, alongside the Brookline team and the thousands of fans that attended this year’s event, had an unforgettable and thrilling time.

Megan Hessel is an Account Coordinator at Brookline Public Relations. Approaching every day with her analytical mind, Megan takes every opportunity to support the team with any new challenge, project or event.