The Santos Tour Down Under is off and racing after the South Australian Tourism Commission appointed BWM Group to manage its creative services.
First held in 1999 the Santos Tour Down Under has grown year on year to become the biggest cycling race in the southern hemisphere. The event generates $43.6 million in economic impact for South Australia and attracts 40,000 interstate and international visitors
BWM Group Melbourne won the account after a competitive tender process. The agency has established an office in Adelaide and will manage the business between Adelaide and Melbourne.
Mark Watkin, Managing Director BWM Group Melbourne, said the agency was proud to be working with the South Australian Tourism Commission on such a well known and loved event.
“The Santos Tour Down Under is a prestigious event that draws attention from all over the world. We’re looking forward to revitalising the creative look and feel of the race to reflect the excitement that the Tour generates.
“This was the first race outside of Europe to be awarded World Tour status, putting it up there with the Tour de France and the Giro d ’Italia. We want to remind people that the Tour Down Under is as impressive as any cycling event in the world and ensure the continuing growth and ongoing success of the race for years to come,” he said.
The creative project aims to encapsulate the party atmosphere that infuses the week-long festival of cycling, capturing the imagination of fans, amateur cyclists and newcomers alike.
Emma Nicholls, Director of Marketing Communications for the South Australian Tourism Commission, said they were impressed by BWM’s strategic thinking.
“BWM really blew us away with the energy and vision they brought to the pitch. Shaking up our creative concept is crucial to the evolution of the Santos Tour Down Under and we can’t wait to see BWM bring the event to life,” she said.
BWM Chief Creative Officer, Rob Belgiovane, said: “This is a great opportunity to reinvigorate one of South Australia’s biggest sporting attractions and prove the Santos Tour Down Under is more than just a bike race.