Pedaling, pizzazz and promotion – how the Tour de France excelled at making its 100th finale a branding experience
After riding 2,115 miles in 21 days, 170 remaining riders of an original batch of 198 roared onto the Champs-Elysées in Paris yesterday to complete the 100th edition of the Tour de France.
For the centennial anniversary, the organizers of the event pulled out all the stops to reinforce their bike race as the premier cycling event in the world.
- For the first time, the event was held in the evening.
- For the first time, the riders rode around the traffic circle surrounding the Arc de Triomphe.
- And to top it all off, an impressive video mapping show was projected onto the Arc de Triomphe during the awards ceremony, as you can see here:
All in all, it was an impressive display from an organization that understands the power of its brand and the importance of reinforcing it in the minds of the public.