Canterbury of New Zealand product placement on the “Bike To Paris Race” part of the brand building strategy in China.

BIKE TO PARIS

The “Bike to Paris” reality TV road race provided an opportunity for Canterbury to promote their innovative “Baselayer” products.

The concept of the show was to take 6 of China’s best cyclists and film them on their tour from China to Paris. The race was televised weekly over 3 months and was also shown independently on 5 different TV programs including the national news. There were also a number of reports in local and national newspapers labeling the race as a symbol of China’s Olympic spirit.

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