For 7 years he has made a spectacle of himself at the Tour de France, the most spectacular racing cycle in the world, watched by thousands of TV stations all around the world. After 3 years of inactivity, Lance Armstrong has come back to the tour to make product placement too. Before going to France he participated at the Tour of Italy where the promotional protocol was the same though with a minor impact on the international media. His aim was to give visibility to the project www.livestrong.com, a portal dedicated to health, sport, cancer fight and in general a more correct and healthy way of life. Exploiting his huge popularity, his team sponsors and his own, he was able to propose with an excellent efficacy even his portal. He was constantly managed by a press office, granted interviews to all the journalists (something quite extraordinary considering his fame), daily took part in press conferences and updated his blog with the same frequency. Moreover, at the start and at the finish of each race, a well-equipped gazebo distributed ads material and brochures, while a van followed the Caravan of the two big Tours while selling his famous plastic coloured bracelets (more than 6000 pieces were sold every day), whose proceeds went to his foundation for the fight against the cancer (ten years ago he had the cancer, fought and won miraculously).

But above all his t-shirt and bike, shot for hours, were the best promotional means.The address of the portal was in fact both on the bicycle frame as well on the t-shirt sleeve and even the sports journalists did not miss the chance to underline the importance of such an enterprise maybe considering its importance and all the PR work done behind.

A great operation, managed with professionality and efficiency from which there will lots to learn… by the way the portal is really excellent and I invite you to visit it.