SBS launches ‘The Fight for the Yellow Jersey’ marketing campaign for 2012 Tour de France
SBS has announced a major multi-channel marketing campaign for the annual exclusive free-to-air broadcast of the Tour de France, building on the success of last year’s broadcast.
SBS will show all 21 stages of the 2012 Tour de France live across Australia on SBS ONE, SBS HD and online at Cycling Central, as well as via the Skoda Tour Tracker on mobile (iOS and Android). People can also visit the SBS Cycling Central Facebook page or tweet about it (#SBStdf).
Last year the Tour de France was the most watched program on SBS. This year, SBS is aiming for record numbers of Australians to tune in from June 30 until July 22 and support defending Yellow Jersey champion Cadel Evans and the Orica-GreenEDGE team – the first ever Australian team to take part in the greatest cycling event in the world.
SBS’s campaign ‘The Fight for the Yellow Jersey’ is asking Australia’s sporting fans to turn whatever gold Aussie jersey they have – whether it be football, NRL, rugby union or any other sport – inside out, to create their own 2012 Tour de France Yellow Jersey.
Says Katherine Raskob, SBS acting marketing director: “Australian sporting fans are incredibly passionate and this is one of the most thrilling, gruelling and emotional sporting events on the world stage – add the Cadel factor and we are set for our biggest year yet.
“The campaign is fun, engaging and very much about tapping into the psyche of Aussie sporting fans.”
The three-week campaign includes print and digital advertising across Fairfax Media as well as JC Decaux billboards in Sydney, Melbourne and Brisbane.
As the official broadcaster of the Tour de France, SBS will show every stage live from Saturday 30 June at 10pm AEST/8:30pm WA on SBS ONE. SBS will also show a half hour, daily highlights program at 7:30am and 6pm on SBS ONE and 8:30pm on SBS TWO.
In addition to broadcast, SBS has upgraded the popular Skoda Tour Tracker app to include highlights, more social media and the best photography from the Tour. The tracker also features live streaming of every stage, interactive stage maps, race radio commentary and user chat, so Tour fans can be updated 24/7 on all the action.
Cycling Central’s Tour Edition, the official Tour de France website, has more from host Michael Tomalaris and the team on the ground. SBS is also launching the Tour de France Social Hub, which will display live Tour chatter from all across the world on Facebook, Twitter, YouTube and other social platforms in one dynamic location.
Coverage will start with a special documentary Cadel Evans: One Sunday in Paris, 9pm AEST (7:30pm WA) on June 30 on SBS ONE.
Sponsors of SBS’s broadcast of the 99th Tour de France include Skoda, QBE Insurance, Eftpos, Swisse Vitamins and Eli Lilly.
Agency: Us, Sydney
Creative: Christy Peacock, Tim Chenery and Dave Roberts
Account Director: Tim Stuart
Production: Emerald City
Media: Razor
Damien Terakes & Matt Purdie-Smith
SBS Marketing: Annabel Tate & Hone Paul
On Air Promos: SBS Creative
SBS Publicity: Claire Nance
2 Comments
Fantastic stuff.
The Tour De France has always been too international. Too many drug-addled foreigners. Too many Frenchies.
It was crying out for more of the mindlessjingoistic dreck we get from from the likes of Qantas Wallabies advertising and it is great to see US and SBS have delivered.
Will Eddie McGuire be dubbed over the commentary?
No other race can compare to the Tour de France. Thank you for the TV coverage and the Android app.