SBS' 'Tour de France' campaign

SBS have launched their largest marketing campaign ever for the upcoming broadcast of the ‘Tour de France’.

The ad-funded pubcaster hopes to capture the millions of Australian viewers tuning in for the ‘FIFA World Cup’ tournament over the next few weeks.

Now in it’s 20th year of broadcast, SBS’ investment in the ‘Tour de France’ is believed to be their most significant effort yet — not only in monetary terms, but in the campaign’s potential to reach audiences across the country.

“The Tour de France is actually broadcast during the World Cup period and given there will be a lot of people watching the World Cup on SBS there will be an opportunity to talk to audiences that we might not have otherwise been able to,” said SBS’ group marketing manager Katherine Raskob.

“There will always be the diehard cycling fans who will tune in regardless, but the campaign should work to bring in World Cup audiences who may watch for the first time.”

The on-air campaign, which features a series of humorous 30-second TV spots, kicks off tonight and continues through to the start of the ‘Tour de France’ on July 4.

Check out one of the TVCs developed by Razor Group for SBS below:

Source: B&T