Rapport and UM Birmingham launched an Out-of-Home campaign to amplify the sponsorship, which attracted an estimated 2 million spectators in Yorkshire over the weekend. The posters, created by Soul, focused on the allure of the Yorkshire countryside as a backdrop to the world’s most famous bicycle road race. A multi-format OOH campaign featured prominently at the start and finish line of the Yorkshire legs, and followed the route of the riders as they passed the doors of several YBS branches.
Social Media was also integrated by Tall, with Tour De France related selfies being uploaded to Twitter or Instagram using #TDFYBS. The photos were displayed on Ocean Outdoor’s giant digital site, The Screen @ Trinity Leeds, as the Grand Depart happened in Leeds City Centre on the Saturday.
Fiona Woof, Senior Planner at Rapport, said, “We’re really proud to have helped amplify Yorkshire Building Society’s part in such a high profile international event, right in their heartland and also helping mark their special 150th anniversary year.”
1903 – the year of the first ever Tour de France, set up to boost circulation of the newspaper L’Auto
1958 – the year Yorkshire’s very own Brian Robinson was the first Brit to win a stage of the Tour de France
6 – the number of hours an average spectator spends at the roadside
£88m – the amount of money the Grand Depart contributed to the South Eastern economy the last time it came to the UK in 2007
4,700 – the number of hours of television coverage the Tour receives annually
23,900 – the number of calories burned by a rider in the course of the Tour, the equivalent of 253 McDonald’s Big Macs