The Tour de France raises the profile of the Costa Brava
The Costa Brava is promoted during the Tour de France through a television and online advertising campaign on the Eurosport channel and the publication of 8,000 route information leaflets.
MARCH 2014
For the first time ever, the Costa Brava is hosting a stage of the Tour de France, one the most elite and prestigious sporting events in the world. The Patronat de Turisme Costa Brava Girona aims to make the most of this sporting event in order to raise the profile of the brand and Centenary of the Costa Brava while showcasing the area as a cycle tourism destination.
The 6th stage of the cycling competition gets underway on 9th July 2009 in Girona and ends in Barcelona 181.5 kilometres later, having passed through 10 towns in the Girona area: Girona, Quart, Llambilles, Cassà de la Selva, Llagostera, Santa Cristina d’Aro, Sant Feliu de Guíxols, Tossa de Mar, Lloret de Mar and Blanes.
The Patronat de Turisme is carrying out a series of local and international communication actions aimed at publicising the natural, scenic and tourism attractions of the Costa Brava destination and at capturing the interest of potential visitors. These actions will include a television and online advertising campaign on the Eurosport channel (the most important European sports television channel, available in 59 countries, broadcast by satellite and cable) through which it expects to obtain an advertising exposure of more than ten million impacts. Meanwhile, articles and reports will appear in tourism magazines and Catalan publications, and a Tour de France village zone will be set up in Girona on 9th July in which visitors will be provided with tourism information.
A specific promotional leaflet will also be published with the collaboration of the 10 Girona towns through which the race is routed, including a brief description of the route and tourism information on the towns included along the route. The publication will be published in four languages (Catalan, Spanish, English and French) and 8,000 copies will be distributed amongst residents and visitors through the tourism offices of the towns included along the race route.
The Patronat’s communication campaign aims to link the Costa Brava brand to the Tour de France brand, establishing a qualitative association between the two brands and creating synergies that enable their widespread mutual promotion.
The Tour de France has a broad and positive impact on the area in social, economic and tourism terms that enables us to raise the international profile of the Costa Brava destination and brand, and for a few days welcome thousands of race followers.
