Tour de France Femmes

As the first-ever Grand Départ of the Tour de France Femmes to take place outside France, Rotterdam and its neighboring municipalities embraced the opportunity with energy and enthusiasm. For three thrilling days, the province of South Holland turned yellow, hosting stages that included Rotterdam-The Hague, Dordrecht-Rotterdam, and an individual time trial in the heart of Rotterdam.

But the event wasn’t just about the race. It was a celebration of cycling in all its forms. Leading up to the Grand Départ, numerous initiatives were launched:

• A Rotterdam Peloton was formed to teach women from migrant backgrounds how to cycle.
• A bicycle donation campaign, Geef door die Fiets!, was organized to collect and distribute bikes to those in need.
• Schools engaged in a tailored educational program, and sports enthusiasts joined various cycling tours.
• On the eve of the Grand Départ, the city hosted a grand Cycling Festival, featuring a cultural program celebrating female empowerment and a car-free city center.
• To maximize visibility and engagement, we implemented a strategic, phased communication approach that covered both the build-up and launch of the event.

In the Lead-Up to the Tour

• Targeted Media Outreach: Local media were approached with custom-tailored stories about the cycling festivities.
• Bicycle Donation Campaign: The Geef door die Fiets! campaign gained attention through an eye-catching initiative where local graffiti artists transformed 30 second-hand bicycles. These “pimped” bikes were then donated to residents unable to afford one. Ambassador Leontien van Moorsel presented the bikes in front of the iconic Depot of Museum Boijmans Van Beuningen, 30 days before the race.
• Media Features: Leveraging the momentum of the De Oranjezomer broadcast from the Nieuwe Luxor, the Olympic Games and Tour de France Femmes were highlighted to draw broader attention to Rotterdam’s Grand Départ.

The Cycling Festival

Cultural City Program: We promoted the vibrant lineup of cycling-inspired cultural activities and performances by female artists to media outlets 50 days in advance.

• Tour Fever: As the men’s Tour de France concluded, we reached out to local media in the Dutch municipalities along the route, fueling excitement three weeks before the event.
• Press Invitations: The Cycling Festival received widespread media attention, covered by RTL Nieuws, Hart van Nederland, AD, and local outlets like Havenloods.

The impact of the Tour de France Femmes in Rotterdam extended far beyond the race itself, delivering meaningful social and economic benefits:

• 154 women from migrant backgrounds learned to cycle under the guidance of Leontien van Moorsel and Khaddouj Erahoutan.
• The Cycling Festival attracted 14,000 visitors.
• Over 3,500 residents participated in six neighborhood festivals.
• 8,500 students engaged in a multi-year school program.
• 3,500 sports enthusiasts joined cycling tours.
• The bicycle collection campaign yielded 1,500 donated bikes.
• Media coverage of the social program generated 489 publications, reaching 13.8 million people, with an advertising value of €557K.