09
Nov


Brand Experiences

Santos Tour Down Under

Naming rights sponsorship for the 2010 Santos Tour Down Under gave Santos a great opportunity to build brand awareness on a scale like never before.

We noticed there was no online community for local or out-of town cyclists to connect, so we created a micro-site for riders to share training meet ups, cycling tips, follow STDU updates and of course meet for a well-earned drink afterwards!

Celebrity blogger and internationallyrenowned cyclist, Shane Kelly, wrote blogs about pro teams and where local riders should be in their training regime – in line with the professionals. A photographer was hired to take and upload shots of participating cyclists to the site. Rider could then share their photos with others.

The site was a sweet victory for Santos and we’re really looking forward to doing it all over again with them in 2011.

peloton.santos.com

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