Drapac Pro Cycling 'Here's to true Champions'

Our challenge was to launch the Drapac Pro Cycling team / brand to the world as ethical principled cyclists and to attract a major sponsor. The Drapac ethos of caring for athletes and putting people before winning at all costs demonstrated they were true to their cause. From this Drapac ‘True Champions’ was created and introduced to the world cycling fraternity at the Tour Down Under. A variety of traditional and guerrilla advertising strategies were deployed. Drapac ‘True Champions’ was not only big news at the Tour Down Under they also attracted national and international media coverage. The launch also resulted in a 67% increase in website traffic, 40% increase in Facebook likes and a 70% increase in Instagram subscribers. They attracted a major new sponsor - Jaguar Cars.

'Here's to true champions' Tour Down Under Brand Launch Video.

Personalised direct mail media launch invitation for the 2015 Tour Down Under.

2015 Tour Down Under launch media kit - Lanyard which held an
A5 'True Champions' manifesto and the media launch video on a USB.

Postcards and stickers that were placed in cafes and bicycle stores
in the City of Adelaide during the Tour Down Under.

Website home page refresh to tie in with the new 'True Champions' brand strategy.

From top to bottom: Some of the Drapac Pro Cycling team at the
2015 Tour Down Under media launch in Adelaide and at the Drapac activation site
after the final racing day of the Tour Down Under event.

Fan activation at the 2015 Tour Down Under in Adelaide.

Mobile advertising for the media launch and for the period
of the 2015 Tour Down Under in Adelaide.

Chalk and decal advertising placed on bike paths all across the
City of Adelaide to the lead up and during the 2015 Tour Down Under.

'True Champions' manifesto posters - These were distributed to
bike stores in Adelaide and given to fans as signed
giveaways at the Drapac Pro Cycling Tour Down Under activation site.

↑Back to Top