In 2018, we took on a significant challenge – the arrival of one of the most prestigious bicycle races in the world, which has approximately 1 billion annual spectators from around the world and brings significant exposure and tens of thousands of tourists to the host country. All that in a country which has a minimal sports culture, particularly in cycling.
Throughout the campaign (which started with news articles published a year ahead of the event) we dealt with a complete lack of public and media interest and understanding regarding the race and its prestige, along with the need to incorporate and coordinate between various entities and varying interests. The goal was to expose the event to as much of the Israeli public as possible and – in the moment of truth – to bring them out into the streets. It was also important to magnify the importance of such an event occurring in Israel and present the numerous benefits to the country as a whole.