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Soul wins Yorkshire Building Society Tour de France task

It’s Yorkshire everything these days, from tea to broadband, and God’s own county will also see the Tour de France Grand Départ on July 5.

This is being sponsored by the Yorkshire Building Society, Britain’s second-biggest after Nationwide, which is celebrating its 150th birthday this year.

The YBS has chosen agency Soul, best-known for its direct marketing work, to create a supporting campaign including TV idents (the Tour will receive blanket coverage), press ads and posters.
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YBS customer marketing manager Anna Higgins says: “This is a special year for us as we celebrate our 150th anniversary; the pride we feel to be supporting this iconic sporting event in what is a landmark year for us is second to none.

“Soul has become our go-to agency for creative initiatives. It has developed a campaign concept that encapsulates both our immense pride and the entire county’s excitement about the race. We’re supporting a global event that will bring the eyes of the world to the UK and to Yorkshire in particular.”

Most of the race takes place in France.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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