The Longest Running PR Stunt In History
Those working in the communications business whether in advertising, marketing, sponsorship or public relations are consistently challenged by clients to devise bigger and better stunts, secure long-lasting coverage, redefine how an industry is promoted and provide value for money. Sometimes the simplest ideas are the most effective – such as a 3,500km bicycle race around France.
The idea of the first ever Tour de France was to sell copies of L’Auto newspaper, a publicity stunt that was such a success it destroyed the paper’s rival Le Velo in the process. The race is n…