MONTEREY, CA (BRAIN)—The Sea Otter Classic 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,” said Frank Yohannan, chief executive officer 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,” said 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.”