BETHEL, CT (BRAIN) Monday July 2 2012 4:11 PM MT— Cannondale is promoting the women’s Reve Tour with a 30-second television spot running during prime-time Tour de France coverage on NBC Sports for the next three weeks.
Cannondale is the bike sponsor for the Reve Tour, a group of six amateur women who are riding each of the Tour’s 21 stages a day ahead of the professional men’s teams, for a total of 3,479 kilometers between last Saturday’s start in Liege, Belgium, and the finish in Paris. The tour’s goal is to raise $60,000 for Bikes Belong while serving as a catalyst to inspire more women to cycle.
The women are riding Cannondale’s new top-of-the-line SuperSix Evo road bike, which is featured prominently in the commercial. The ad incorporates shots of the group riding during a recent training camp in California with voice-over from the women speaking about difficulty of their endeavor and the importance of teamwork. It also promotes Cannondale’s new women’s page on its website.
The ad will run 30 times during the morning live broadcasts and evening prime-time positions in a rotation with two other Cannondale spots. It will air to a North American audience, although Cannondale is using social media tools to broaden the ad’s reach globally.
“It is the first time a major manufacturer has advertised women’s-specific product and we could not be more excited about all of these historic firsts for women in sport,” said Mandy Braverman, women’s global marketing manager for Cannondale.