Reaching new heights with NZ’s biggest mountain biking event

What started as a local mountain biking event in 2007, the Whaka100 has evolved into a world-class celebration of some of world’s best mountain biking trails – this year more than 3,000 mountain bikers from across the globe converged on Rotorua to take part in the challenge. 

When the Nduro team approached us to help position the Whaka 100 as New Zealand’s premier Mountain Bike event – the largest of its kind in the Southern Hemisphere - we couldn't wait to dive in head-first. 

We knew we had to capture the progress, passion, and community magic that makes the event tick. Finding a way to bottle that up and share it with the rest of the world would be key to our success.  

We worked closely with the team to develop a media strategy focused on telling the personal stories of the crew and athletes participating in the event. There were tales of resilience and overcoming adversity, as well as stories of remarkable physical strength and endurance.  

After creating key messages, media releases, a distribution list and some strong media angles, we pitched various stories to local and national media outlets across New Zealand. We shared stories of mountain bike superstars as well as weekend warriors who have conquered challenges far beyond any race. We also delved into the unique 9-5 of Nduro Managing Director Tim and his wife Belinda. 

Our collective efforts resulted in 21 successful media features, including a spot on TVNZ Breakfast and the 6pm news. 

Achieving a total media reach of 1.3M+ across global audiences on the Whaka100 and an ASR of 213,548 NZD, Tim and his team were more than happy with the results. 

“Thanks to Great Scott, the event’s stories – from elite athletes to local heroes – captivated audiences and solidified our position as the Southern Hemisphere’s premier MTB marathon,” Tim said.  

What started from a strong media strategy has contributed to 2025 already on track for record entries for the next race. All from helping increase awareness and solidifying the Whaka 100’s reputation for being a premier, world-class event.