“Our idea – Together we shall overcome” celebrated the camaraderie and the unconditional alliance between the riders. We carried the theme through to numerous touch points. Activations prior to the race for the public included a one of a kind diorama of the rider’s living conditions, which included an audio wall, which featured recordings of rider thoughts. Print, outdoor, radio and TV played up the war theme and drew parallels between war and the race, During the race, riders were also exposed to more of the campaign as they went through the gruelling stages of the race.

The campaign was well received, by the riders, supporters and media. More viewers tuned in over the 8 days of the race and supporter interaction increased due to our internet and Facebook elements.