SBS has announced its largest ever campaign to promote their upcoming coverage of the Tour de France, in an attempt to capture audiences from the FIFA World Cup.
The network claims the commitment is the single most extensive in its twenty year history of broadcasting the cycling tournament, B&T Today reports.
Group marketing manager at the public broadcaster, Katherine Raskob, said the significance of the campaign was to increase the audience reach:
"The Tour de France is actually broadcast during the World Cup period and given there will be a lot of people watching the World Cup on SBS there will be an opportunity to talk to audiences that we might not have otherwise been able to.
"There will always be the diehard cycling fans who will tune in regardless, but the campaign should work to bring in World Cup audiences who may watch for the first time."
The television component on the campaign, which were developed by Razor Group, features thirty-second humorous scenarios where people aren't concentrating on their jobs but rather the Tour de France.
Additionally, a fourty-five-second clip will be used specifically for online platforms. These will showcase on News Limited's national website mastheads, including The Australian, The Daily Telegraph and The Courier Mail.
A dedicated YouTube channel has also been launched, which will stream video footage and link viewers back to the broadcaster's devoted website. Extensions to mobile, social media and radio content will be used too.
"We’re really excited about having two fantastic sporting events broadcast on SBS and are confident that the Tour de France campaign will work to get audiences excited," Raskob added.
The broadcaster also launched the largest component of its World Cup marketing campaign last night during the opening ceremony, which included a three-minute multicultural commercial featuring nine different languages.
Coverage of the twenty stage event begins at 2am on Sunday June 4, broadcasting live from 10pm on SBS One each night, concluding on July 26.
Media Spy discussion: Tour de France