176 cyclists. 21 stages. A distance of almost 3,400 km. This was the Tour de France 2019, which led through Belgium and France in 23 days. On behalf of the Amaury Sport Organisation (A.S.O.), mc Group carried out the public relations work for the Tour de France this year.

Every year in July, the Tour de France brings together the world’s best cyclists in France. Especially this year it was an exciting competition, where until the last stage it was not sure who would win: Last year’s winner Geraint Thomas or the French cyclist Julian Alaphilippe, who was able to hold the overall lead for a long time, were considered the favorites for the Yellow Jersey. In the end, however, it was Egan Bernal who became the first Colombian to win the Tour de France.

mc Group implemented a classic PR campaign, which was supported by social media. In addition, cooperations with regional media such as the Kölner Stadtanzeiger and Express were formed. mc Group wrote and adapted press releases for news agencies, daily and weekly newspapers as well as regional and national newspapers. Thus, mc Group kept all relevant media up to date on the stages and events of German cyclists.

In addition, the social media team of the mc Group took care of the promotion of several posts on various social networks, with the focus on Facebook. Influencers from Germany were recruited as brand ambassadors for the Tour de France. For example, Erik Jäger (known on Instagram as @hauptstadttrainer) was able to experience the Tour de France live.

For the big finale at the Arc de Triomphe, an official “Tour de France Viewing Party” was organised in Berlin at Tante Käthe/Mauersegler. The cooperation will be continued in 2020.