"Experiencing a unique authority" - A day in the Tour de France promotional convoy on Mont Ventoux
The Tour de France publicity caravan, a colorful and lively spectacle, has been a beloved part of the race for nearly a century. Originating in 1930 as a marketing initiative, it has evolved into an essential component of the event, providing entertainment and free gifts to spectators [2][4].
Each day, the caravan makes its way through the race route, with an array of uniquely decorated floats and remodeled vehicles, such as a pimped up Renault Trafic or a modified quad bike [1]. The procession is accompanied by music, dance, and cheesy hits, creating a festive atmosphere that engages the crowd even before the cyclists arrive [2].
This carnival-like event attracts a significant number of spectators. Approximately half of the fans attend primarily for the caravan's entertainment and free gifts [2]. For some, like Jason's mother, who is not a sports fan, the publicity caravan offers a unique and enjoyable experience [3].
Jason, a member of the publicity caravan crew, expresses his excitement about being part of the event. He has dreamt of it since he was five or six years old [5]. The caravan encourages people to participate in various activities, such as squatting, pressing up, bicep curling, and dancing [6].
The publicity caravan is not just a parade of floats and vehicles. It also serves as a platform for local businesses and sponsors to advertise to both a national and international audience, enhancing commercial visibility tied to the race [2][4]. The caravan finishes around 90 minutes to two hours before the bike riders [7].
The Tour de France, including the publicity caravan, takes place over 21 summer days [8]. Despite concerns about the environmental impact of the publicity caravan, it is noted that the Tour de France and the world are better for its near-century tradition [9].
Some vehicles in the caravan feature animals like cows, sheep, and pigs [1]. The publicity caravan crew begins their day early, around 9am, and their vehicles are parked in the center of the stage town [10]. The publicity caravan remains forever joyous and continues to get wilder over time [11].
A man named Otis, the MC on the Basic Fit float, returns to the Tour de France every year because it's a big party [3]. He believes that the power of giving free gifts brings smiles and joy to people [12]. The publicity caravan throws free gifts to the crowd, including keyrings, free washing up tablets, promotional flyers, hats, t-shirts, and bags for life [13].
Despite Lance Armstrong and his entourage being banned from the Tour, the publicity caravan continues to bring excitement and joy to millions of spectators around the world [14]. The publicity caravan features modified and bizarre floats, including a furry giant lion and a big grinning chicken, alongside regular stores [15].
In summary, the Tour de France publicity caravan originated as a commercial marketing strategy and has become a vibrant and integral feature of the event, enhancing spectator engagement and providing tangible benefits to sponsors and local advertisers. It offers a unique and enjoyable experience for spectators, making the Tour de France a truly festive event.
The publicity caravan offers entertainment beyond the Tour de France racing, with vehicles showcasing sports-betting companies, adding an extra layer of excitement for some spectators. During the festive atmosphere, free gifts such as keyrings, hats, and bags are tossed to the crowd, entertaining and engaging the audience.
