French sportswear brand Le Coq Sportif has rolled out an out-of-home promotional stunt to promote its sponsorship of this year's Le Tour De France leaders' jerseys.
Devised by Magnum PR, the activation dressed Mail Call cycling couriers in the brand's official yellow jerseys and dispersed them throughout Melbourne and Sydney. Named 'The fleet of Le Tour De France Couriers', they will be dressed in the jerseys for the duration of the race, and will visit over 1,000 locations across the two cities each day. The official race kicks of 30 June and ends 22 July 2012.
