Jonas Vingegaard celebration in Copenhagen

Kunde:

Škoda

Opgave:

Opgaven

For the second year in a row, the main sponsor of the Tour de France, Škoda, was given the opportunity to facilitate the transportation of Jonas Vingegaard's trip from the Netherlands to Denmark, where a motorcade through Copenhagen and a subsequent tribute at the City Hall Square awaited. In this connection, Help was tasked with generating press coverage that positioned Škoda in the story of the two-time Danish tour winner. The question is how to get journalists' eyes on the race's mobility partner and not just the smiling Jonas Vingegaard in yellow?

Eksekvering

Help quickly identified the two characteristics of Škoda that provided the opportunity to tell a story that could gain traction in the Danish media. Firstly, the main sponsor, via Semler Gruppen, arranged for the Vingegaard family to be flown from Amsterdam to Copenhagen on the day in a private jet that had its tail rotor painted yellow for the occasion. At the airport in Kastrup, a specially designed Enyaq Cabriolet was waiting to transport a waving Vingegaard to City Hall Square. The keywords here were private jet and custom car. We split the two events into two separate stories, which we communicated to the press in order to add to the hype and, not least, to place Škoda as a central part of the story of Jonas Vingegaard's celebration in Copenhagen.

Resultater

This resulted in broad coverage in national, regional and niche media including TV 2, Ekstrabladet, Bil Magasinet and B.T. On the day itself, we took advantage of the exclusive access we had on the private jet to Copenhagen to deliver various live blogs with photos, video, quotes and information.