2006 Tour de France & Tour of Britain
Brief
- Promote T Mobile brand through sponsorship
- Establish brand fame around the Tour of Britain 2006
- Profile web 'n' walk product
Solution
- A bespoke PR and communications campaign designed to achieve a minimum of 25million impacts
- Use pro-cyclists and celebrities to create brand advocacy
Results
- Return on investment of 15 : 1
- Media coverage with circulation of 74million
- Celebrity branded interviews including BBC London News, BBC Look North, ITV Yorkshire
- T-Mobile applauded in the media for its stance on performance enhancing substances
