Turul României by Auchan Romania – Integrated Communication Campaign
Turul României is the most important cycling competition in Romania and one of the most prestigious road races in Southeast Europe. Since 2019, Total PR has been the communication partner for this project, supporting the mission of promoting a healthy lifestyle, local values, and the country’s unique landscapes.
Delivered services:
Creation and implementation of a customized integrated communication plan for each edition: press releases and briefings, press conferences in Bucharest and major cities along the route, interview pitching for TV, radio, and online
Execution of local and national media partnerships
Organization of press trips for journalists and key opinion leaders
Coordination of special social media activations and collaboration with brand ambassadors to promote the event
Between 2019 and 2022, the integrated communication coordinated by Total PR significantly increased visibility. In 2019, the event recorded over 600 earned media mentions and a reach of 18 million; by 2022, these figures had grown to over 1,400 earned media mentions and a reach of 28 million.
The 2021 promotional campaign for Turul României was a finalist in the PR Award competition in the same year, in the Sports & Entertainment category.