Tour Down Under
Tour Down Under – Any closer and you’d be in it
What is the Tour Down Under?
The Tour Down Under is the biggest cycling race in the Southern Hemisphere. The week-long event, held annually since 1999, brings the world’s elite teams and cyclists to South Australia to compete for the prestigious ochre leader’s jersey.
In September 2007, the Tour Down Under was awarded prestigious Union Cycliste Internationale (UCI) ProTour status. The Tour Down Under is the first race on the UCI world road cycling calendar and the first race outside of Europe to be awarded this title.
In 2008 the Tour Down Under secured cycling legend and seven-time winner of the Tour de France, Lance Armstrong, who announced his comeback to world road cycling would begin in Adelaide at the 2009 Tour Down Under.
The event is backed by a $1 million, targeted marketing push which includes television, magazine, press, online and outdoor advertising in major interstate markets and in South Australia.
The Tour Down Under campaign runs from July 2008 to January 2009.
Why Tour Down Under?
- In an international sense the Tour Down Under sits with widely known events like the Tour de France, Paris/Niece Classic and the Giro d’Italia
- In Australia there has been an increased interest in road cycling, in part due to the success of Australian cyclists like Stuart O’Grady and Cadel Evans
- During six days of racing, cyclists compete over 800km through South Australia, with routes taking them through Adelaide, Fleurieu Peninsula, Adelaide Hills and Barossa
- Cycling legend Lance Armstrong made his comeback to world road cycling at the 2009 Tour Down Under
What is the Tour Down Under campaign?
- The campaign positions the Tour Down Under as the ‘festival of cycling’ and secures Adelaide as the cycling capital of Australia
- The Škoda Breakaway Series allows people to participate as well as spectate with the Mutual Community Challenge Tour and Mutual Community mini tour for kids
- There are opportunities to get close to cycling heroes at the Legends’ Night Dinner
- Tour Down Under fans line the streets of South Australia to watch some of the world's best cyclists.
- Packages from Official Tour Operators feature, as well as Club Tour and Touring the Tour, offering exclusive opportunities to cycling fans
- Marketing activity consists of television, magazine, press, online, outdoor, e-dm, extensive brochure and poster distribution and cooperative promotions
What will the Tour Down Under achieve?
- More than 5000 registered riders for the Mutual Community Challenge Tour
- 15,000 people travelling from interstate to watch the event
- Increase in associated events (Legends’ Night Dinner, Club Tour)
- Boost the profile of South Australia as an event destination
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