SBS launches Tour de France campaign

15 June, 2010 by IF

Press release from SBS/AccessPR

Last weekend SBS launched a new and expansive marketing campaign for the 20th year of the Tour de France, leveraging high audience numbers over the opening weekend of the 2010 FIFA World Cup broadcast.


This campaign – SBS’s biggest on-air campaign for the Tour de France – is spearheaded by three TVC’s and supported by online advertising, mobile video, social media, search marketing, radio and SBS’s first dedicated Tour de France YouTube channel.

The campaign, created by US Sydney, encourages SBS’s World Cup fans to stay up for the Tour de France in July. A series of three 30-second TVCs tell the story of a diamond heist gone wrong because the security guard, getaway driver and policemen involved have all been up all night watching the Tour de France.

SBS Group Marketing Manager Katherine Raskob said: “This is an incredibly exciting campaign for SBS and our partner agency Razor/US. We’ve hit on an exciting storyline that audiences can have fun with, combined with real Tour footage that ignites excitement among SBS’s huge sporting audience.”

A 45-second execution has been specifically created for SBS online platforms and an extensive online media campaign will run across News Ltd mastheads nationally, including The Australian, Daily Telegraph and the Courier Mail.

SBS will also invest in a search campaign to further boost interest in SBS’s official Tour de France website.

In a new media innovation for SBS, the broadcaster will partner with YouTube to create a dedicated Tour de France channel streaming specifically produced premium content including top 10 crashes and finishes. The YouTube partnership is designed to offer additional online engagement between SBS viewers and the Tour de France.

The campaign premiered on Friday. Additional elements will roll out across SBS media platforms throughout the World Cup and into the Tour de France coverage.SBS’s 20th year coverage of the Tour de France begins at 2am on Sunday 4th July, and continues live from 10pm on SBS ONE on every night of the Tour, ending July 26th.