AccorHotels.com vous invite sur le Tour de France…

J’allais vous parler du bilan publicitaire de Roland-Garros mais tout le monde l’a déjà vu passer suite à l’article de SportStrategies (si vous avez la chance et les finances de vous abonner), mais je préfère vous parler du « next big thing » dans le monde du sport français : Le Tour de France.

Le Tour de France édition 2011 démarre le samedi 2 juillet et se terminera comme d’habitude sur les Champs Elysées le 24 juillet prochain. Après des années tumultueuses à cause du scandale Festina ou encore plus récemment de l’affaire Armstrong voire Contador, le Tour de France se porte bien en terme de marketing sportif puisque la société organisatrice, A.S.O. (pour Amaury Sport Organisation) vient d’annoncer coup sur coup la signature du Coq Sportif comme nouvel équipementier des maillots du Tour (maillot jaune, à pois, vert et blanc) à partir de la saison 2012 en remplacement de Nike (qui vient par ailleurs de sortir les maillots de l’édition 2011) et d’Europcar comme fournisseur officiel de la Grande Boucle – mais aussi de la Vuelta, de Paris-Nice et du Dauphiné – pour 3 ans et demi, qui renforce donc sa présence dans ce territoire sportif qu’est le cyclisme puisque la marque possède une équipe engagée sur le Tour, le team Europcar (reprise du team Bbox de Jean-René Bernaudeau depuis octobre 2010)

Si nous redescendons encore d’un cran dans l’univers du marketing sportif et du cyclisme, attardons-nous sur le team Europcar et sur l’un de ses sponsors, les hôtels Accor, l’un de seuls sponsors « non-techniques » de l’équipe qui compte à ses côtés des marques comme Nike, Hutchinson, Volvo ou encore St-Yorre.

Pour les fans de cyclisme et ceux qui font de la veille sur les opés digital, vous êtes sans doute tombé sur ce très beau site internet réalisé par l’agence Dagobert (bravo à toute la team Dagobert: Thibaut, Grégoire, Guillaume, Emmanuelle et Alexia) pour Accorhotels.com afin de valoriser le partenariat entre la marque et l’équipe cycliste. Dès le 1er Juin, Accorhotels.com propose aux internautes de vivre de l’intérieur l’une des épreuves sportives françaises les plus attendues : le Tour de France. La marque va donc vous permettre de suivre les coureurs tout au long de la grande boucle grâce au site teameuropcar-accorhotels.com spécialement créé pour l’occasion.

Le site comporte une carte interactive indiquant des lieux pittoresques et incontournables non loin des étapes du Tour de France (ce qui permet de faire le lien entre le produit et l’univers des hôtels Accor et le Tour de France) et un jeu, « Le Défi ». Ce jeu, d’une production irréprochable (et je le pense! je ne fais pas que flatter l’agence!), vous met dans la peau d’un cycliste (en utilisant des vues à la première personne et des zooms sur le cycliste, les pédales, le guidon, etc.) et vous challenge à parcourir la plus longue distance à l’aide de votre souris et votre clavier sur 30 secondes. De quoi vous tendre les muscles, mais le jeu en vaut la chandelle car à la clé, vous pouvez gagner un week-end avec le Team ou un vélo pro (valeur 8000€ quand même!) ou des maillots signés!

Il est, de mémoire, rare de voir un partenariat avec une équipe cycliste activé de la sorte, à savoir un mini-site événementiel et un jeu, et il sera intéressant de voir l’activation durant le Tour (il semblerait qu’une websérie soit prévue cf. le site).

Et pour conclure, petit cadeau… car j’aime bien faire plaisir et j’ai le plaisir de vous dire qu’un maillot officiel du team Europcar est mis en jeu sur Sportsmarketing.fr. Comment faire pour le gagner? C’est simple, laissez un commentaire sur cet article, m’indiquant LA ville devant absolument accueillir une étape du Tour (faites preuve d’imagination!). Un tirage au sort sera effectué parmi les réponses le jeudi 30 juin. Le maillot sera envoyé à votre domicile pour le 2 juillet, jour de départ du Tour.

99 Commentaires

  1. On se souvient tous du chrono organisé entre Versailles et Paris à l’occasion de l’arrivée du Tour 89 et de la triste défaite du regretté Laurent Fignon pour une poignée de secondes. Mais depuis les années 70 Versailles n’a plus jamais été ville étape du tour de France. Sa proximité avec Paris ne joue pas en sa faveur mais faire de Versailles une ville arrivée d’étape en ligne serait offrir des images télévisées exceptionnelles au monde entier et un terrain de jeu idéal pour les sprinters en cas d’arrivée massive. Et je ne dis pas seulement ça parce que Versailles est la ville qui m’a vu naître 🙂 !

  2. Le ville qui selon moi doit accueillir le tour est Strasbourg. Une capitale européenne pour un évènement d’envergure mondiale!

  3. Il faudrait, evidemment, que le Tour passe par la Corse, seul département français encore jamais visité par le Tour.
    Mais c’est prévu pour 2013.

    Je propose donc Châteauvieux-les-Fossés (Doubs), la plus petite commune de France : seulement 7 habitants.
    Ou encore, Labastide-d’Armagnac (Landes), connue pour sa chapelle Notre-Dame des Cyclistes.

  4. Clermont-Ferrand avec une arrivée au sommet du Puy de dôme!
    Comme pour les hommages au Tourmalet l’an passé et le Galibier cette année,… l’histoire du TDF s’est forgée sur les rudes pentes Auvergnates! Malheureusement ce rêve restera certainement utopique avec la construction d’un train à crémaillère sur la route qui permettait l’accès. 😉

  5. Pour préparer les Jeux Olympiques à Annecy en 2018 je rêve d’une arrivée du Tour au pied du Mt Blanc à Chamonix (le Tour n’y est pas retourné depuis 1977)
    La montée du viaduc des Egratz (un ruban de 1.5km à 70m de hauteur), les lacets de Servoz, les gorges de l’Arve, un passage sous le pont St Marie au pieds des Houches, et un sprint sous les glaciers des Bossons et de Taconaz. Ça aurait de l’allure !

  6. Ville étape en mode cynique : Doha (mais en même temps c’est aussi en mode réaliste…)
    Sinon plus sérieusement j’adorerais voir le Tour à Sarcelles, Bobigny, les Ulis ou Clichy-sous-Bois parce que la banlieue fait complétement partie de la France.

  7. St Véran: le village le plus haut d’Europe. Un endroit pittoresque qui contrasterait bien avec le business du Tour.

  8. Chambellay, village du Maine et Loire de 200 habitants qui est en train de mourir. Le tour donnerait un coup de projecteur et permettrait à cette charmante bourgade de renaître de ses cendres tel un phoenix. Pour une arrivée pitoresque et un sprint final dévastateur qui viendrait clôturer l’étape devant l’église. Et pour faire plaisir à mon grand-père 🙂

  9. Je dirais un départ de la dernière étape du Tour à Saint Quentin en Yvelines, sur le Golf National, en hommage à la Ryder Cup que la ville accueillera en 2016 !
    Mais on est pas obligé d’attendre 5 ans pour ça 🙂

  10. Carpentras, un village provençal situé à deux pas du célèbre Mont Ventoux. Le soleil en été est toujours présent et le paysage magnifique. Les avenues sont belles, entourées de platanes pour un sprint royal. Cavendish-Boonen-Greipel-Farrar qui s’affrontent sous le chant des cigales, what else?

  11. Pourquoi pas en Corse une étape de CLM ou une étape Bastia-Porto Vecchio…Il me semble que le tour n’est jamais passé en Corse.

  12. Organiser un CLM individuel à Monaco pourrait être une très bonne idée avec des paysages splendides et un tracé se prêtant parfaitement à ce type d’épreuve…

    • @Luc : le CLM à Monaco, c’était il y 2 ans (Grand Départ du Tour 2009). C’est vrai que c’était joli. Mais le snobisme de Monaco tranchait trop avec le coté populaire du Tour de France.

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