The Tour of Britain is a premier professional cycling race which runs 12-19 September. Exposure has been tasked with event management of two Tour Rides, which for the first time allow amateur riders to complete actual stages of The Tour of Britain. Digital, experiential and above-the-line activity will support the event.
The Unite ByCycling campaign encourages people to raise money for the charity by taking part in one of two Tour of Britain cycling events, held in Stoke-on-Trent on 6 September and London on 19 September. It also aims to inform men about prostate cancer and persuade them to go for screening.
A TV ad will appear alongside coverage of the Tour of Britain on ITV4 and uses the tagline for the ad is ‘If you can't see anything, then there's nothing to worry about'.
Exposure has also designed a microsite, where supporters can sign up to the campaign and set up their own fundraising pages. It features information about the route and guides.
As part of the activity there will be online banner ads and a Facebook presence. The agency has also brokered brand partnerships with Trek Bikes, Charge Bikes and Andrex, which will provide experiential activity at each event.
Damian Lewis, an actor and producer best known for his role in the World War II drama ‘Band of Brothers', will be riding the London leg of the Tour.
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