The Brief –
To partner with fleet provider Global Autocare during the Tour de Yorkshire to provide full-spectrum brand positioning and support services.
The Aim –
Global Autocare were brought on as Official Vehicle Partner to the 2018 and 2019 Tour de Yorkshire and Communicate came on board to help capitalise on the opportunities for brand and propositional awareness offered by the event. Communicate were tasked with providing a full suite of branding and marketing support, ranging from web services to car livery and film.
The Project –
Communicate leveraged our full expertise in brand messaging and our creative depth to help Global target key delivery vectors for brand engagement. Communicate built out web support infrastructure for the event and handled a full array of creative services, producing a brand-critical film featuring a cyclist from the previous year’s TDY and high-value photography to underpin Global’s positioning as synonymous with excellence, especially in sporting and athletics.
The Result –
Global’s colours flew high throughout the event, and Communicate’s efforts were crucial not just in targeting brand activation but in effectively transmitting propositional understanding and raising awareness of Global’s core propositions. Across and around the five-day event, Communicate delivered on critical resources, including design, digital and external advertising.