French sportswear brand, Le Coq Sportif has brought the world’s greatest cycling race to Sydney and Melbourne, transforming Mail Call cycling couriers with the official, yellow leaders’ jersey for Le Tour de France.
The fleet of Le Tour de France Couriers (25 in Sydney and five in Melbourne) will be dressed in the iconic shirt for the duration of the race, visiting over 1,000 locations across the two cities each day.
Le Tour de France riders travel for around six hours a day with an average distance of 3,479kms over the 21 day race. Comparatively, Mail Call Couriers will spend a minimum eight hours on their bikes each day and travel an average distance of 2,037kms in 21 days.
The activation was devised and implemented by Magnum PR to promote Le Coq Sportif’s sponsorship of the 2012 Le Tour de France leaders’ jerseys.