TPF/Comms briefing document
Campaign Overview
Campaign/Activity Name
L’ETAPE DU TOUR 2015
Link to folder in S:Drive
S:\2. FUNDRAISING\L'ETAPE DU TOUR 2015
Campaign FR target
$100,000
Objective/s
To recruit 10 riders to participate in the 2015 L’Etape Du Tour.
Key Information
Campaign date/duration
From now until approximately March 2015 for recruitment
Who do you want to get
involved?
Cycling enthusiasts (moderate level) keen to complete the
ultimate cycling challenge.
What will they be doing?
Cycling approximately 145km - replicating one Stage of the
2015 Tour de France. (Stage to be confirmed)
Where does it take place?
Mid July 2015 (exact date to be confirmed)
Why should they participate?
Be part of the ultimate cycling challenge in 2015 and join over
11,000 cyclists from 94 countries across the globe.
For determined amateur cyclists, few events can rival l’Etape
du Tour. Literally meaning ‘stage of the tour’, the event
covers the route of a single stage of the Tour de France,
providing an unmatched opportunity to follow in the footsteps
of cycling greats. This is 145km of cycling at its very best,
making it a must for anyone interested in the sport.
Whether you’re a complete novice or a more seasoned rider,
l’Etape du Tour caters for everyone. Riders are allocated
varying starting positions depending on their ability level and
past experience.
No two years of this prestigious event are ever exactly the
same. Since it was started in 1993, the Tour has seen 10 visits
to the Pyreness, six to the Alps, four to the Central Massif,
and two to Mont-Ventoux. These changes always reflect the
routes chosen for the Tour de France for the given year,
meaning you’ll always be competing at the pinnacle of
cycling.
ACRF L’Etape de Tour cyclists will receive:
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A guaranteed 2015 L’Ètape de Tour place
a FREE ACRF Cycling Pack including; air-tech cycling
shirt, sweatband and water-bottle
Exclusive access to expert training guides
one-to-one support on fundraising.
How much will it cost?
$100 Registration + minimum $10,000 fundraising
Contact person at ACRF
Gilbert Lorquet
Comms Activity Required
Please highlight what will be needed
 Creative Collateral: A4 Posters/Flyers
 Web content (posts, pages etc.)
 Social Media Advertising: Facebook
Creative Collateral Briefing Template
Please create a separate brief for each type of collateral needed.
The below briefing is for (highlight collateral type):
 Poster/Flyer
Format/Dimensions
A4
How will it be
used/distributed
Email and Print
Key Messages/ Call
to action
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Additional info to
include:
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Weblinks
Apply for an exclusive L’Ètape de Tour place (only 10 places
available)
Be part of the ultimate cycling challenge
Ride a Stage of the 2015 Tour de France
Only 10 places available!
ACRF is the only Australian Charity to have these exclusive
places!
$100 Registration, $10,000 fundraising target
guaranteed 2015 L’Ètape de Tour place
FREE ACRF Cycling Pack including; air-tech cycling shirt,
sweatband and water-bottle
Exclusive access to expert training guides
one-to-one support on fundraising.
http://microsites.realbuzz.com/microsites/au/acrf/letape-de-
tour.html
Images (S:Drive link)
S:\2. FUNDRAISING\L'ETAPE DU TOUR 2015\Images and Logos
 Email signature
Format/Dimensions
Standard Email Signature Size
How will it be
used/distributed
Online / Email
Key Messages/ Call
to action
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Take the ultimate cycling challenge!
Follow in the footsteps of the great Tour de France legends
APPLY NOW!
HURRY! Only 10 places available
Weblinks
http://microsites.realbuzz.com/microsites/au/acrf/letape-detour.html
Images (S:Drive link)
S:\2. FUNDRAISING\L'ETAPE DU TOUR 2015\Images and Logos
Web content Briefing Template
Please create a separate brief for each type of web asset.
Briefing for (highlight web asset):

Landing page

News post (blog item)

Event listing (on ACRF calendar)
Key Messages/ Call
to action
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
ACRF Fundraiser
quotes to include?
Additional info:
Take the ultimate cycling challenge!
Follow in the footsteps of the great Tour de France legends
APPLY NOW!
HURRY! Only 10 places available
n/a



Apply for an exclusive L’Ètape de Tour place (only 10 places
available)
Ride a Stage of the 2015 Tour de France
Only 10 places available!
ACRF is the only Australian Charity to have these exclusive
places!
Weblinks
http://microsites.realbuzz.com/microsites/au/acrf/letape-detour.html
Images (S:Drive link)
S:\2. FUNDRAISING\L'ETAPE DU TOUR 2015\Images and Logos
Social Advertising Briefing Template
The comms team will manage all social media advertising, from ad creation to placement
and reporting.
This briefing is for (highlight web asset):
 Facebook
Ad upload/start date
October 2014
Advertising duration
October 2014 to March 2015
Objectives/KPIs
Generate at least 15 enquires via FB
Convert 4 FB enquiries into actual L’Etape Du Tour 2015 cyclists
Target audience
demographics (age,
location)
Male and Female; 25 to 45; National; Interest: Cycling
Cycling Clubs.
Budget
$800 to start
Key Messages/ Call
to action
Additional info:



Take the ultimate cycling challenge!
Follow in the footsteps of the great Tour de France legends
APPLY NOW!
HURRY! Only 10 places available

Ride a Stage of the 2015 Tour de France
Weblinks
http://microsites.realbuzz.com/microsites/au/acrf/letape-detour.html
Images (S:Drive link)
S:\2. FUNDRAISING\L'ETAPE DU TOUR 2015\Images and Logos