Tour de France

In 2015, the A.S.O. Group is developing a powerful brand strategy aimed at consolidating the positioning of the Tour de France Brand, modernizing and bringing coherence to its advertising, and winning over a younger audience.

The sonic identity of the Tour de France is part of this same strategy, and is intended to bring greater emotion and appropriation through sound.

The Tour de France sonic identity highlights:

• The grandeur of the competition: through instrumentation, strings and choirs.
• Heritage but also modernity: classical instruments are mixed with modern beats.
• Life along the competition and the kilometers covered: real sounds of the competition are integrated: the roll of the pedals, the crowd, or the caravan.
• The course – Performance and suspense: through a gradual, intense build-up.

The new sonic territory is deployed at all key moments of the competition:

• Upstream, when the course is announced
• On site, with sound signals and ambiences in the start and finish villages.
• Competition highlights: podiums, anthems, runners’ departures, etc.
• Digitally and on the international signal: packshot, RS content, etc.