Yamaha Motor Spain has become an official sponsor of La Vuelta Ciclista a España (Tour of Spain) for the upcoming years, an opportunity to convey its values of self-improvement and a healthy lifestyle, in addition to giving the general public a look at its products and demonstrating the reliability of its models in what is the top race of all of Spain’s cycling events.
The agency was in charge of the media communication and exploitation for this sponsorship, as well as the “on road” activation in its different stages, promoting its Yamaha Tracer 700 as the official motorcycle.
With this objective in mind, a work plan based on 3 pillars was developed: communication prior to the event, during the event and a physical presence in most of the 21 stages that make up La Vuelta, taking into account all the audiences: media, dealers, Yamaha customers and the general public.
The action encompassed everything from the design of an online and offline advertising campaign to actions on social media, direct marketing, and its active presence at the “Vuelta Park”. In this fun area intended for sponsorship activation, a tent with various Tracer models was set up every day, with staff giving out gifts and attending to all those who wanted to participate in our promotion to win one of the jerseys that Yamaha had specially designed to commemorate its participation in La Vuelta.