- Saxo Bank, the online trading and investment specialist, is as an integrated marketing campaign launching a series of videos this week to celebrate the 100th Tour de France.
The Saxo Cycling Film Project consists of 10 short films shot by photographer Fredrik Clement, who has worked with Team Saxo-Tinkoff for a number of years. Seven of the films highlight one rider each, describing their passion for cycling, taking risks and building confidence in their abilities as well as life as a rider on Team Saxo-Tinkoff. Two videos feature prominent personnel from the Team Squad, who talk about their respective roles on one of the best UCI ProTour cycling teams. The final video is a summary of everyone featured and will be launched when the Tour de France kicks off on Corsica, Porto-Vecchio.
The first video with one of the riders of Team Saxo-Tinkoff will premiere on 27 March, marking the start of the Tour of Flanders in Belgium on 31 March.
Romain Witomski, Head of Group Marketing at Saxo Bank, commented:
“This campaign provides a great opportunity for Saxo Bank as co-sponsor to market our involvement with Team Saxo-Tinkoff, through a series of high quality films to seed through web and social media channels. We hope our excitement will confer on the viewers, and gradually build up before the start of the Tour de France.
“The Saxo Cycling Film Project is a first for any sponsor of a UCI ProTour cycling team and showcases the skills of the riders ahead of this year’s historic tour. We believe there are similarities in the way cyclists & traders think and act: both rely on a lot of data and information, need to be able to react swiftly and share the need to have confidence in their ability and the flawless performance of their equipment.”