Bostik, Inc. (bostik-us.com), one of the world’s largest manufacturers of adhesives and sealants, was an official supplier of Tour de France 2015. The sponsorship provides a platform for promotional activities showcasing Bostik brands and activities to a global audience.
This 102nd Tour de France was July 4th in Utrecht, Netherlands and finished on the world-famous Champs-Élysées in Paris, France and ended July 26th.
The 21-stage route covered a distance of over 3,000km, taking riders through three countries and extremely challenging terrain. There was 6,000-plus hours of worldwide TV coverage with reports broadcast in 190 countries reaching an estimated 3.5 viewers. 12 million spectators viewed the race as it crosses France, Belgium and the Netherlands.
As a sponsor, Bostik participated in the Tour de France ‘Publicity Caravan’ which accompanies the race. Various promotional vehicles offered spectators gifts and giveaways while they await the riders. These vehicles strongly promoted Bostik incorporating the firm’s already well-recognized gecko in a prominent visual role. To add to the Tour de France 2015 sponsorship, Bostik launched a number of international promotional programs through September. These will include social media campaigns, customer events and in-market promotions across multiple countries, which will include cycling-related competitions, giveaways and special offers.
Michael Jenkins, Business Director for Bostik’s Consumer & Construction Business Unit – Americas, stated, “Bostik high-performance adhesives are being successfully used worldwide for a diverse variety of applications dependent upon products people use each day. We believe it’s important that consumers in the Americas know of the global acceptance our products enjoy. Globalizing the distinct image of our brand is a good ‘step one’ in getting everyday people to become even more familiar with the Bostik name and range of solutions our company provides. Clearly, our international sponsorship of Tour de France 2015 is a prime example of this kind of global promotion. ”
Scott Banda, Director of Marketing for Bostik’s Consumer & Construction Business Unit – Americas, added, “This is just one more program, which again shows the entire world how Bostik is aggressively on the move, strengthening recognition of its brand. We want customers in the Americas to be confident that when they decide upon Bostik products, they will be receiving high-performance materials that have been thoroughly researched, selected and accepted worldwide. By associating our unique brand identity images with prestigious global sporting events such as Tour de France 2015, we will continue to accomplish these well thought-out image-building strategies.”
About Bostik, Inc.
Bostik is a leading global adhesive specialist in industrial manufacturing, construction and consumer markets. For more than a century, they have been developing innovative adhesive solutions that are smarter and more adaptive to the forces that shape people’s daily lives. From cradle to grave, from home to office, Bostik’s smart adhesives can be found everywhere. With annual sales of $1.63 billion, the company employs 4,800 people and has a presence in more than 50 countries. Bostik is a company of Arkema. Visit bostik-us.com for more information.
Contact information: Chris Eichman
Marketing Communications Manager, Consumer & Construction Business Unit
Phone: 414-607-1265 Email: firstname.lastname@example.org www.bostik-us.com