Selling the drama of the Tour de France for Eurosport
The brief
Create the campaign concept and copy for Eurosport’s Tour de France coverage, using direct mail and press advertising to give viewers a compelling reason to watch.
Back when paper was all the rage.
My approach
I positioned the Tour de France as unscripted drama, focusing on the human struggle and emotion behind the racing.
I carried that idea across the campaign with short, emotive headlines designed to pull viewers into the story.
Selected copy
NO ACTORS.
NO SCRIPT.
PURE DRAMA.
189 men want it. They're all ready to fight for it. But only one will get it. This is reality TV at its most intense. Watch the drama unfold LIVE only on British Eurosport or visit eurosport.co.uk from 7-29 July.
CLOSE ENCOUNTERS
189 riders. One road. No room for error.
Watch the tension, rivalry and drama unfold LIVE only on British Eurosport.
SEE GROWN MEN CRY
Pain, pressure, exhaustion and the biggest race of their lives. Watch every emotion LIVE only on British Eurosport.
SURVIVOR
Three weeks of brutal racing. Mountains, crashes, attacks and nowhere to hide. Who'll make it to the end? Watch LIVE only on British Eurosport.