Tour of Romania
Tour of Romania is one of the most prestigious road cycling races in south-eastern Europe and the most important cycling competition in Romania. Since 2019, Auchan Romania is the main partner and co-organizer of the competition, together with the Romanian Cycling Federation & Ministry of Sport, continuing the company’s mission to encourage a healthy lifestyle. Thus, based on a long-term partnership with the RCF, Auchan actively supports the annual organization of the Tour, a unique project that combines national pride with fabulous landscapes and a historic competition.
Since 2019, TOTAL PR has been the communication partner for the Tour of Romania, and the communication mix implemented involves creating a platform around the event that promotes a healthy lifestyle among the general public, engages with sports enthusiasts and highlights the country’s tourism value, thus continuing the company’s commitment to promoting Romania’s values.
Since 2019, each edition of the Tour of Romania has benefited from a tailored communication plan aimed at increasing the event’s online & offline notoriety by ensuring a constant presence in the media before and during the event, by attracting relevant brand ambassadors to promote the event by appealing to the concept of localism (the Tour of Romania also passes through my city!), as well as by creating special activations to attract non-fans based on their current passions (traditional food, travelling in the country).
In 2019-2022, integrated communication for the Tour of Romania generated a steady increase in earned media mentions, covering all media types – TV, radio, online and central & local print. The media campaign is supported by tactics such as:
– Constant press releases & briefings
– Press conferences in Bucharest in the main cities through which the Tour passes
– Pitching of TV/Radio/Online interviews
– Local media partnerships
– Press trip journalists and KOLs on the Tour of Romania
➢ 2019: +600 event mentions (earned media) / 18 mil. Reach
➢ 2022: +1400 event mentions (earned media) / 28 mil. Reach
The communication campaign of the Tour of Romania 2021 was a finalist in the PR Award competition of the same year in the Sports&Entertainment category.