RPM to take nationwide Sky and British Cycling campaign to Tour de France

Sky and British Cycling say get on your bike in nationwide campaign
Sky and British Cycling say get on your bike in nationwide campaign

Experiential agency RPM is reviving Sky's Ride campaign, a joint project with national governing body British Cycling, to get people back on their bikes in an activation during the initial stages of the 2014 Tour de France.

The countrywide campaign will visit Plymouth, Bolton, Southampton, Newcastle, Manchester, Sheffield, Hull, Leicester, Ipswich, Liverpool, York and Coventry. The final destination will be Bradford on 28 September.

It will peak at an event in Leeds on 15 June where all branding will turn yellow in honour of the famous yellow jersey. It will also feature Tour de France-themed cheering squads and face painters to maximise on the cycling competition. 

Sky Ride Leeds will also be used to amplify the anticipated Tour de France success of Team Sky. This includes a memorabilia area, featuring Tour de France-winning bikes ridden by Sir Bradley Wiggins and Chris Froome.

Participants can also learn all about the squad, their training techniques, listen to the words of their inspirational team principal, Sir Dave Brailsford, and take home recipe cards so they can eat like Team Sky.

Additional new features across the rest of the national campaign include route enhancement such as street entertainers, a ‘boost tunnel’ – a giant inflatable tunnel featuring lighting, sound, smoke and bubble machines – acoustic bands, Tour de France-themed costume characters to cheer on cyclists and a sprint zone where riders can go head-to-head with a friend over a 50-metre sprint.

Paul Barrett, Sky’s senior cycling manager, said: "In 2012 Sky and British Cycling hit the target of getting one million people on their bikes, so the focus now shifts to keeping these people cycling, and working on increasing the cycling frequency of women and people with disabilities.

"RPM’s new ideas are breathing fresh life into the initiative so we’re confident this year will be better than ever."

Dom Robertson, RPM’s managing director, added: "With the first three stages of this year’s Tour de France taking place in Britain in July, it’s a fantastic opportunity to ride the wave of national excitement.

"Our new ideas not only tap into ‘Tour fever’, they also up the fun levels by making the cycling route more exciting and throwing focus onto activation areas to create a real festival feeling."

Comment below to let us know what you think.

Keep up to date with our latest sport news on our dedicated Sport channel, and on social media via the hashtag #EventSportnews.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free