The possibility to generate local development with global impacts of promotional marketing becomes clearer when analyzing major events. In terms of reached audience, the three biggest sporting events in the world are the Olympics, the World Cup and the Tour de France. The latter, however, is the most inclusive.
I was in Davos for the 5th World Communication Forum (Mar 14 and 15, 2014), where Andrew Denton, Yorkshire‘s Government Public Relations and responsible for advertising the 2014 Tour de France – Yorkshire Grand Départ presented the bid that will take the event to the English region this year.
Tour de France is the world’s largest free sporting event, reaching more than three billion people globally, although much of it takes place in France and neighbor countries. Moreover, it is open to anyone who feels ready to ride over the circuit’s 3500 km.
The race became part of the biggest cycling event in the world and also a huge marketing opportunity for the cities through which it takes place. During the Tour, there´s also a big parade of brands that sponsor the event, and we were there to witness this (link: /mundo/63928-tour-de-france-comemora-97-anos-gracas-as-acoes-promo/), where over 15 million gifts are distributed each year. Maybe, this is one of the biggest promotional actions in the world for over 100 years.
Andrew presented in Davos the selection process for the Grand Départ in Yorkshire. “When you think about the development of our region, there are three major global events. The absence of stadiums to try hosting a World Cup and the fact that London has just hosted the Olympics, led us to the conclusion that the Tour de France was an excellent opportunity. We believed that we had great chances of approval by the event’s committee, which will create global visibility for many cities in the region much more inexpensively than the other two events. Fortunately, we were awarded”, said the executive.
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Yorkshire is located in the center of the UK and has already seen the results in economic and tourism development for the various cities of that region. The countless live marketing actions that happen there are attracting worldwide attention.
The cities are already being prepared with boards, gardens displaying bikes and activities involving residents of all ages. It is well known the pride that residents of small towns where the cyclists will ride through feel, showing the changes in the landscape via Twitter.
The popularity of cycling has never been greater and therefore the success of the Tour de France is also growing. Although Andrew did not open investment numbers, he was keen to stress that the amounts are infinitely smaller than those invested in the two other major events.
Watch the promotional video for the Yorkshire Grand Départ in 2014:
