Instead of trying to reach every cycling fan out there with an expensive TV commercial, we used the biggest skyscraper in the city to leave a message for one guy only. The guy filming the race:

“Dear Helicopter Pilot, enjoy the view on our city, but don’t forget to film the tour.”

We created a bache on the biggest skyscraper of Antwerp.

On this bache we put the message: “Dear Helicopter Pilot, enjoy the view on our city, but don’t forget to film the tour.”

The message was written big enough, so the Helicopter Pilot, and as a result the whole world, could read the message easily.

Reaching out to 1 man in a helicopter, the billboard was viewed by one 110 million fans around the world. Commented on - and live aired on more than 10 tv channels worldwide. Including BBC, Eurosport, NBC, VRT, NOS, … and many more.

A single billboard resulting in a priceless airtime on TV.