WORK . LE COL
Le Col: Tour de Femme - More Eyes on Her Campaign
Client
Campaign & Content
Events & Sponsorship Activation
PR & Comms
Services
Le Col tasked Fusion Media to come up with a creative activation to raise the awareness of the Le Col Wahoo team at the Tour de France Femme, and shine a light on female cycling as a whole. Fusion came up with the idea of completely removing barriers to watching the race, by gifting passes to GCN+, inspiring and allowing more people to watch the TdFF.
Headed under the tagline #MoreEyesOnHer, the initiative aimed to raise awareness of the thrilling spectacle that is women’s road racing and inspire watchers to take up the sport themselves.
Gaining coverage in the BBC, Rouleur, Cyclist, Cycling Weekly, Women’s Fitness, and The Independent, this campaign saw another 10,000 potential viewers able to access the TdFF and get hooked on women’s cycling.
Project Description
25
Pieces of Coverage
1.85m
Total Readership (million)
4.25bn
Total Circulation (billion)
“Fusion were tasked to create some activation ideas for the inaugural Tour de France Femmes. Fusion came up with some really strong concepts but we particularly connected with ‘All Eyes on Her’, a campaign that mirrors the core objectives of our team support. From this point Fusion poured energy and momentum in delivering a campaign that addressed our KPI’s, involving a wide range of partners, press and ambassadors right down to on the ground participation. We’re delighted with the way the campaign landed and the impact it made, it was the stand out activation from the ’22 Tour.”
– Rob Jarman, Head of Brand Marketing, Le Col