Have a presence, big or small, at official Tour de France Fan Parks across the UK. Forecast footfall 500k+ across three weeks.
The Official Tour de France Fan Parks are a series of free to access festivals centred around the Tour de France during the crucial stages. Centre piece is massive 42sqm screen showing ITV live coverage and highlights. Combine community, commerce & cycling to create a destination for celebration, 500,000+ people. The Fan Parks will be integral to the 'Tour de France Experience' in the UK and offer an incredible opportunity for partner brands to engage and interact directly with consumers and create mass experiential content! ITV & Eurosport studios based in the Fan Parks
Associate brands with one of the fastest growing sports and its famous riders, increase brand awareness among people interested in cycling/wider community (during the biggest event in the cycling calendar). Plenty of branding opportunities ranging from naming rights, pre-event promotional activity, famous riders tweeting, interactive activations, to branding on top of marquees to hit aerial footage of the Tour itself, etc. etc.
Encourage interaction between your brand and visitors to the Fan Parks through sampling, entertainment and interactive activities inside the Parks.
The Grand Depart of the 2014 Tour de France will be in Yorkshire and the final UK stage (stage 3) will finish in London after 560km of racing. This unique year of Tour de France in the UK represents a significant opportunity for partners to interact with an estimated total of over 500,000 Fan Park attendees. Plus sponsors will reach at least 15 million additional consumers and cycling fans through broadcast media and social media. Please see attachment for more information and detail on how the Fan Parks work.
Welcome to Yorkshire
Heidsieck & Co
Transport for London
Beluga Noble Russian Caviar
Cycling is extremely popular. Cycling embodies green values, a healthy lifestyle & family values. The positive and happy 'festival' atmosphere (similar to the Olympics & Murray's Mound) will rub off on the brands. The Parks are free to the public; a huge benefit. Fan Parks are the ideal vehicle to engage an audience on a deep & personal level, providing entertaining and informative activities/interaction. Visitors surrounded by your branding for many hours, while doing something they love. Huge opportunity for brands to run their own promotions pre/during/post-event.