Promoting the Tour de France

Staging a Pan European campaign to champion the World’s most famous cycling race

Overview

London and Partners engaged Taylor Herring to devise a creative campaign aimed at encouraging cycling fans from outside of the capital to come and watch the Tour de France stage 3 on Monday 7 July. 

We were briefed to target key markets including Northern Ireland and the Irish Republic, Belgium, France, Germany and The Netherlands.

The challenge was to build a campaign that would attract media coverage in each of the key territories as well as offering both ambient and social media elements aimed squarely at cycling enthusiasts.

The Creative

We engaged cycling enthusiast Joff Summerfield and his Penny Farthing to undertake a unique and gruelling challenge - to ride the short stage sportives at the three Spring Classics, one day cycling races in Belgium and France. 

During April 2014 Joff took his solid tyre, single gear Penny Farthing to Northern Europe and completed the famous routes of the Tour of Flanders, Paris-Roubaix and Liege-Bastogne-Liege races, with photography and video from each event sold in to media.

At each event Joff wore branded Lycra and interacted with the participants and spectators. 

A large, pop-up interactive branding board was also displayed at the events and members of the public were encouraged to enter a competition to win a trip to London to watch the Tour de France, which they could enter via Twitter, Facebook and Instagram.

During May Joff travelled to Belfast to ride the Giro d’Italia time trial route ahead of the pro race the following day with photographs and video released to media.  As 140,000 spectators descended on the city, Joff and our branding board were in prime position at the fan park in the Titanic quarter.

And then Joff travelled to Germany to meet Tour de France super fan Didi Senft known as El Diablo

And to Utrecht, which will host the 2015 Tour de France Grand Depart, where he handed the mayor a special invitation to come to the London event

Results

UK nationals Daily Telegraph, Daily Mail Online, Daily Mirror and The Times as well as Irish Independent, Irish Mirror, Belfast Telegraph, Sunday Post and lots of regional media

Portals including Yahoo, BT, Orange, Talk Talk as well as TNT and BBC online

Cycling broadcast including Eurosport, Sporza (Belgium), VTR TV (Belgium), France 3 Key + publications including Cycling Weekly, Road.cc, Actionhub, Cycling Europe, Road Cycling UK, Cycling.be, Velo 101, Echo du Velo, Les Actus de Cyclisme, Cyclisme Roltíss, Bike Radar.com and Hike and Bike.com

Hundreds of throusands of twitter impressions from Le Tour (458.035 followers), Eurostar (17,040 followers), Liege-Bastogne-Liege (4,285), Le Tour Utrecht (4,282) and Visit London (202,184 followers)

Crowd Engagement: 25,000 +