The famous 'Yellow Jersey' of the Tour has been chosen as the campaign's creative tool with the line 'No actors, No script, Pure drama' as the main slogan.
A national and regional consumer press and radio advertising campaign, bought by Carat International, is planned to start today and run over the three weeks of the Tour (July 7-29).
British Eurosport's largest marketing campaign of 2001 includes advertising in newspapers the Daily Telegraph and The Times and the specialist press led by sponsorship of the Official Tour de France Guide.
The creative was by Inferno, with Inside Ambient hired to manage a publicity stunt where 20 of London's 'leading' statues were dressed in over-sized yellow jerseys with the slogan 'Follow the Leader'.
Following channel 4's departure, British Eurosport is the only UK channel with broadcasting rights to the Tour.
UK sports channel British Eurosport has unveiled a new £350,000($489,000) marketing campaign to promote its exclusive live coverage of the 2001 Tour de France.
