BWM Melbourne will peddle the Santos Tour Down Under message, with it winning a competitive pitch to take care of creative duties for the bike race in South Australia from next year's race onwards.
The creative agency said that with the win under its belt, that it would now get to work on promoting the race as the equal of the Giro D'Italia or even Le Tour.
The Tour Down Under has been held since 1999, and attracts 40,000 interstate and international visitors to South Australia.
“We want to remind people that the Tour Down Under is as impressive as any cycling event in the world and ensure the continuing growth and ongoing success of the race for years to come,” managing director of BWM Melbourne Mark Watkin said.
“The Santos Tour Down Under is a prestigious event that draws attention from all over the world. We're looking forward to revitalising the creative look and feel of the race to reflect the excitement the Tour generates.”
The agency said the work would be run out of both its Melbourne and Adelaide offices.
Meanwhile, it said its creative work would focus on the party atmosphere created by the week-long festival of cycling.
It will also collaborate with the South Australian Tourism Commission to come up with a new set of creative around the event.
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