AHEAD OF THE RACE WITH HET NIEUWSBLAD
The month of July is by far the absolute pinnacle of the cycling season for real cycling fanatics. It’s the month of the Tour de France, which is why Het Nieuwsblad launches a Tourguide every year. The Tourguide paves the way for Tour enthusiasts with information about each stage of the race, the cyclists themselves and the history of the world-renowned Tour.
To let people know what to expect in this very special supplement to the newspaper, we built things up slowly. Two radio spots gradually pick up speed - just like the Tour itself - only to finish at an impressive speed and in dramatic fashion, whetting the readers's appetite for more.
The result: 2 spots of 60 seconds.