Destination Marketing

GIRO d'ITALIA - Turning Northern Ireland Pink

The eyes of the world were upon us for Giro d’Italia 2014. We were tickled pink …

Over 200 of the world's elite professional cyclists, their teams, and international media descended on Northern Ireland in 2014 for the 'Big Start' of the Giro d'Italia. Three days of pre-race celebrations in Belfast were followed by event stages in Belfast, Causeway Coastal Route and Armagh. The eyes of the world were upon us, with the race attracting a global TV audience of some 775 million people in 165 countries.

AV Browne and the people of Northern Ireland rose to the challenge. We created a high-impact, multi-platform campaign that galvanized the public, captured their imaginations and won their participation.

Our 'Freddie Forte' character appeared on building wraps, placards, taxis, shop windows and digital coms. He toured the land as a huge inflatable. We turned the whole country pink, including landmarks like Belfast City Hall, Albert Clock and even the iconic H&W cranes. And we enlisted the help of world champion mountain bike trials athlete, Andrei Burton, to showcase the stunning scenery and landmarks of the Giro route by performing daredevil stunts on an amazing Big Start Road Trip.