How do you reconcile incredible food, wine and landscapes on one hand, with the grit, determination and raw athleticism of UCI WorldTour riders on the other? With a single word. UNBEATABLE.
The campaign platform gave us the flexibility to speak to every facet of the event – you can’t beat the cycling fans, the world-class riders who are the best of the best. South Australia stunning regions, and the party atmosphere of the Tour Village.
At a brand level, our TVC and statics spoke to the key event pillars, encapsulating the iconic attractions of the event. We elevated the iconic imagery through a fresh iteration of the key brand assets – the bold text treatment, the ochre, and the pinwheel graphic.
Our brand TVC showcased what it takes to be unbeatable, starting with the heart of the event and the riders, before building to the destinations, event atmosphere, spectators, entertainment and raw emotion.The 2024 Santos Tour Down Under generated $87.2 million in economic impact for South Australia - an impressive 31% increase on the previous year.
