The Giro d’Italia, together with its best ambassador Peter Sagan, have created the best cycling advertising campaign in years. How have they done it? Let’s see.

Peter Sagan – Giro Italia – Toreto Photo: Giro d’Italia

Before we start, we cannot ignore the situation we are in, conditioned by a global pandemic that has affected the natural course of the international cycling event calendar. This 2020 season, super star rider Peter Sagan is scheduled to ride the Giro de Itala for the first time.

However, the rider has contested a very tough Tour de France in which Sam Benet has managed to rebate his green jersey after 7 years of absolute reign in this classification.

Update: Sagan manages to win a stage in his first Giro d’Italia.

The original dates for the 2020 Giro d’Italia were between May 9 and 31, 2020, however the global Coronavirus pandemic affected the calendar and therefore the launch of one of the best cycling advertising campaigns in recent years.

“Peter is ready” is the Giro d’Italia’s advertising campaign for its 2020 edition.


Advertising strategy for the 2020 edition

The objective of this campaign was to convey that Sagan is already a true Italian and for this, he is seen, throughout 4 advertising spots, as he dominates, understands and represents the greatest values of Italy as a nation:

The concept of this campaign is to convey that Peter Sagan is a true Italian and that he is ready to race the Giro d’Italia

cxcling creative agency

Launch of the Giro d’Italia 2020 cycling advertising campaign:

Advertising spot 1: Art and culture

Published on June 26 on the official channel of the Giro d’Italia.

This ad begins with a group of tourists inside a museum full of works of art. In this group of people is Peter Sagan, who follows the explanations of the tourist guide in detail. In each work, Peter comments and expresses his knowledge about them. The intention is to convey that he is an authentic Italian connoisseur of culture.

Peter Sagan’s advertising spot on Italian art and culture. Giro d’Italia 2020

Advertising spot 2: Gastronomy

Published on July 2 on the official channel of the Giro d’Italia.

Have you visited a city where there is no Italian restaurant? Italian gastronomy is famous all over the world and with this spot, in which Peter Sagan appears as chef de cuisine, he prepares typical Italian food.

Peter Sagan advertising spot on Italian fashion for the 2020 Giro d’Italia

Commercial spot 3: Fashion

Published on July 9 on the official channel of the Giro d’Italia.

The country of fashion, of the great parades, where the textile sector was born, the pure epicenter of fashion. In this video Peter Sagan appears making the pattern of a fashionable garment, drawing the skech of a haute couture suit.

Spot publicitario de Peter Sagan sobre la moda italiana para el Giro de Italia 2020

Publicado el 16 de julio en el canal oficial del Giro d’Italia.

Spot publicitario 4: Moda

Art, music, culture and all the fine arts have a strong historical roots in Italy. For this reason, in this audiovisual piece Peter, as the protagonist, appears in one of the showers with Hansgrohe products, specialists in bathroom products. After preparing, he appears at the Teatro alla Scala, it is opera time.

Peter Sagan’s advertising spot about the Opera for the 2020 Giro d’Italia

However, this entire campaign was eclipsed by reality, being forced to launch it before the Tour de France began and with the uncertainty of not knowing if Peter Sagan will finally compete in its 2020 edition.

Advertising spot Giro d’Italia 2016 – Amore infinito

Leggende del Giro – Spot de la RAI 2020

As a final push, the RAI chain has launched one of the most talked about cycling spots in recent years. Iconic figures from historical cycling such as Pantani, Indurain, Bartali, Coppi and Nibbali appear in the 2020 Giro d’Italia announcement.

RAI announcement on the occasion of the 2020 Giro d’Italia

What did you think of this post? Did you like it? Would you like us to do an analysis on this latest RAI announcement? Leave us a comment if you want us to tell you how it is done.

Sorry for mistakes, automatic translate.

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