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GIANT Australia Sponsors Everyday Riders

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Leo Burnett Melbourne Case Study: How GIANT Australia opened their sponsorships to everyday riders during the 2011 Tour de France

GIANT Australia Sponsors Everyday Riders
Leo Burnett Melbourne Case Study: How GIANT Australia opened their sponsorships to everyday riders during the 2011 Tour de France

The sponsorship of famous athletes has become the formula for selling sporting goods the world over. To connect with the 99% of cyclists who aren't professionals, during the 2011 Tour de France, GIANT Australia via Leo Burnett, Melbourne opened their sponsorships to everyone, offering an official contract to 30 everyday riders.

GIANT
“Everyday Rider Sponsorship” Case:

http://www.leoburnett.com.au/Melbourne/Work/Detail/45/giant-real-riders-sponsorships


Client: Giant Bikes Australia
Agency: Leo Burnett, Melbourne
Campaign: “Everyday Rider Sponsorship”
Production: Liquid Creations
Director: Dave Schmidt
Director: Marcus Flack
Executive Creative Director: Jason Williams
Copywriter: Sarah Mcgregor
Art Director: Justin Nagorcka
Sound: Final Sound
 
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lbbonline.com, Thu, 26 Jan 2012 15:00:00 GMT