Lost promotion opportunities

I was watching the Tour de France final and noticed Visit Spain banners with the tourism logo all along the course. The same was true of the 2009 Motorcycling Grand Prix in Germany which must have represented a very big advertising price tag.

The good news is that they kept the brand message short and digestible with oversized letters so they were hard to ignore. The bad news is that a perfect opportunity was missed to communicate to niche audiences such as cyclists and sports enthusiasts, and instead, the message was too generalized and passive, with no call to action. With any advertising materials, it’s crucial that you get potential customers to act. Now! Perhaps the posters could have read www.bicyclespain.com or www.cyclingspain.com to find out more.