Overcoming a negative impression is one tough battle. Whether a business, personality or event, negative impressions linger and become identified with a brand. That's why supporters of the Tour de France are working together to move beyond the doping scandals that have rocked the event the past few years. Leading the charge is VERSUS, the exclusive cable television home of the Tour de France, with their “Take Back the Tour” comprehensive, multi-media ad campaign. Created by New York City ad agency Concept Farm, the campaign champions the riders who compete clean, while giving a platform and a voice to the passionate fan base that supports them. The campaign includes three powerful on-air spots, viral films featuring current riders, several print ads, and a campaign-specific website featuring exclusive video, an area for fans to post their views on the current state of cycling, commercial spots and print advertising, as well as information about VERSUS’ television coverage of the Tour. It's a good campaign that is necessary as teams, athletes and sponsors strive to re-establish the Tour as the premier cycling event. We'd like to see the Tour recapture that solid brand identity. That's why we applaud the multi-media campaign and all the athletes embracing the challenge. Find out more about the campaign at http://www.takebackthetour.com
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Monday, July 21, 2008
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