When the Tour de France came to the UK, our client Carlson Rezidor was in the unique position of having a hotel at both the start and finishing lines of the worlds greatest cycle race. As such, we devised a campaign to engage the throngs of cycling fans flooding into Leeds for Le Grande Depart and bring the Radisson Blu brand to their attention in an entertaining light.

We created an animated movie, triggered by using the Layar app, which took the viewer on a tour of the route and ended with the opportunity to enter a competition to win a stay at the hotel in Paris. Layar triggers were added to the building facade, pop up banners, leaflets, posters and two cycle ad bikes which rode around Leeds as the festival weekend continued.

brand guidelines / brochure / signage
Le Tour
Bike ads



"The campaign was creative, engaging and highly innovative. Exactly what we were looking for." Steve Manfield
UK Marketing Director,
Carlson Rezidor