1 May 2008: Le Grand Depart of Le Tour de France, which took place in London on 6th – 8th July 2007, has won the Sports Industry Award for Best use of PR in a Sports Campaign.
The project, undertaken by Transport for London and its agency Four Sports, Arts & Sponsorship, beat entries from adidas, Coca Cola, NFL, Paddy Power and Red Bull to the prestigious award.
The campaign involved the generation of coverage in the UK and Continental Europe and was implemented over nine months between October 2006 and July 2007. It focused on raising awareness of the benefits of cycling in London, of the capital as a leading venue for international sporting events and the Tour de France itself as a major spectacle.
What impressed the judging panel was the interest created across a variety of media outlets, sporting and non-sporting, delivering over 20,000 pieces of coverage with an AVE of £35 million. According to independent research by CARMA found that of the three million people that attended Le Grand Depart, 28% of attendees were encouraged by media coverage. Cycling in London has also increased by 10% since the Tour de France visited London.
Stuart Ross, Deputy Director of News at Transport for London, said: 'This award is recognition of a public relations programme that was well conceived and superbly executed. We set out to encourage more people to cycle in London and attract visitors to the city and our research shows we delivered. Great credit is due to both TfL in-house and Four agency team.'
Alun James, Managing Director, Four Sports, Arts & Sponsorship, said: 'The Tour de France was an extremely rewarding project to be involved in. There is no doubt that, of the sporting events held in London last year, the Tour de France made as big an impact as any and demonstrated that the capital is well and truly capable of hosting the world's biggest and most prestigious sporting events'.
For more information please contact:
Alun James, managing director - Four Sports, Arts & Sponsorship