London takes on the Tour de France
04 July 06
Strasbourg, France
Visit London unveiled the promotional vehicles this weekend, which will tour France and other parts of Europe over the next three weeks promoting London to the audience of the Tour de France. In celebration of London’s host status for next year’s Tour de France Grand Départ, London is participating in the ‘Publicity Caravan’, the famous promotional cavalcade of decorated cars and trucks that navigates through the streets ahead of the world’s biggest annual sporting event.
The procession of advertising vehicles began in 1930 and now regularly creates a surreal carnival-style atmosphere at the side of the road for the 15 million spectators who spend hours waiting for the cycle race to pass them. This year’s vehicles were unveiled at the start of the event in Strasbourg this weekend.
The main London vehicle features replica pods from the British Airways London Eye with sport, fashion and entertainment represented inside the pods. Images of other recognisable landmarks from the London skyline adorn the vehicle including Big Ben, Battersea Power Station, ‘the Gherkin’ and the Tower of London. Leading ahead of the main float are two branded black cabs with promotional staff distributing red Visit London branded silicon bracelets to the crowds.
This year the Visit London vehicles are part of a 200 strong fleet which will come out to meet the public over three weeks of the race as it travels through Luxembourg, Holland and Belgium, as well as many villages, towns and cities in France before finishing in Paris on 23 July.
Visit London’s Marketing Director, Martine Ainsworth-Wells, said:
“The Publicity Caravan is a fantastic opportunity for London to get involved in the spirit of the Tour de France and for us to promote the city to a key audience. France is the top European market and second biggest overseas market for London, with over 1.3 million French visitors to the UK capital in 2005.”
Following a successful bid by Transport for London on behalf of the Mayor, the Grand Départ 2007 is set to take place in London over 3 days from 6-8 July. The Opening Ceremony, Prologue and start of Stage 1 of the historic race will all take place in the UK capital, with spectators to the events expected to spend in excess of £50 million in the city.
Visitors wishing to make the most of a trip to London for the event can log onto the website http://www.tourdefrancelondon.com, for details of the tour as well as information and advice from Visit London on planning a trip to the city. The site will also feature links to the visitlondon.com online booking service for hotels, tickets and restaurants.
View all the Latest Press Releases
For older press releases look in our archive:
