L'ÉTAPE AUSTRALIA BY TOUR DE FRANCE - LOCAL COMMUNITY ENGAGEMENT MEETING ROBERTSON, WEDNESDAY 14 APRIL 2021 - Burrawang Village
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L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE L O CA L CO MMU NITY ENGAGE ME NT M EET IN G R O BERTSO N , W EDNESDAY 14 A PRI L 2021
AGENDA 1. Presentation of L’Étape Australia by Tour de France 2. Debriefing of the 2020 community engagement campaign 3. Presentation of the 2021 community engagement campaign 4. Presentation of the modifications and improvements implemented in 2021 5. Q&A session L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 2021
PRESENTATION OF L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE
L’ÉTAPE AUSTRALIA AT A GLANCE
135+ hours on air
10,200 cyclists and
their supporters
NSW
ACT
VIC
Brand association with
the biggest annual
sporting event 94% of participants rate
9% 68% 14% their experience as good
or very good
Geographic breakdown
90% Data based on the
Consider L’Étape four first editions
creates a buzz of L’Étape Australia.
around the host
region
L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 2021
L’ÉTAPE BY TOUR DE FRANCE
SERIES
A GLOBAL SERIES OF EVENTS
• L’Étape Australia by Tour de France replicates a mountainous stage of the Tour de
France in Australia.
• Run under full Tour de France professional conditions.
• Closest experience an amateur cyclist can get to riding in the Tour de France.
• Series of 18 events across 14 countries.
• Largest Tour de France event outside France.
L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 2021
AUDIENCE
DEMOGRAPHICS
NSW
ACT
13% 87% VIC
Women Men
9% 68% 14%
55 or older
45 to 54
35 to 44
25 to 34
15 to 24
45.1%
Living in Central
0% 10% 20% 30% 40% and Northern
Sydney
L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 2021
AUDIENCE
BRAND LOYALTY AND EVENT SATISFACTION
Event experience
Very good Good Satisfactory Poor Very poor
Attended previously
54%
20%
74%
First time attending
46%
4%
1%
1%
L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 2021
COMMUNITY IMPACT NEGATIVE VS. POSITIVE IMPACT ON THE HOST REGION L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 2021
COMMUNICATION CHANNELS
A STRONG AND ENGAGED AUDIENCE FOR YOUR REGION
Television: 135+ hours on air WEBSITE DIGITAL
$1m on-air TV campaign 150,000 unique users Database: 21,277 subscribers (average open rate: 48.3%)
500,000 page views Facebook: 10,342 likes
Instagram: 6,877 followers
Twitter: 1,465 followers
YouTube: 30.7k views representing 603 hours.
L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 2021COMMUNICATION CHANNELS EDM EXAMPLE HIGH QUALITY CONTENT SHOWCASING THE REGION INSTAGRAM POST EXAMPLE L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 2021
L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - AUGUST 2020
CYCLING INSIGHTS L’ÉTAPE AUSTRALIA PODCAST, HOSTED BY MATT KEENAN AND SIMON GERRANS • Available on all major podcast platforms • 27,700 unique downloads* • International reach: 37 countries • Completion rate: 82%+ *As at 7 April 2021. L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 2021
L’ÉTAPE AUSTRALIA VILLAGE
ONSITE ACTIVATIONS SHOWCASING LOCAL BUSINESSES
• L’Étape Australia Village is the hub of the event.
• Registration packs collection.
• Activities, entertainment and celebration.
• Sponsors and partners showcase their products and services.
• Local businesses can access the village at a discounted rate.
• Warm Tour de France atmosphere.
• Two-day exhibition
• 10,200 visitors expected
• Free access for visitors
• High brand awareness generator (average of 77%+)
L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 2021LOCAL COMMUNITY
SHOWCASING AND SUPPORTING THE REGION TO GENERATE A POSITIVE IMPACT
• Showcasing the region and introducing it to a new audience.
• Advertising via communication channels and on national television.
• Exhibition spaces in The Village are available to local businesses at a discounted rate of
$500 for a 3m x 3m space.
• We support local initiatives like the Kangaroo Valley Pump Track.
• CASE STUDY: Illawarra Fly Treetops Adventures chose to donate a complimentary family
pass that would have been presented as a lucky draw to our online audience.
L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 20212020 COMMUNITY ENGAGEMENT
DEBRIEFINGCOMMUNITY ENGAGEMENT • Media content (radio, newspaper, TV)
• Postponement announcement
• Interactive map available
TIMELINE Covid 19 measures
imposed
• Onsite meetings
• New website layout
• Roadside signs
First letterbox drop • 2nd letterbox drop
eDM to the local mailing list
Oct 19 Dec 19 Feb 20 Apr 20 Jun 20 Aug 20 Oct 20 Dec 20 Feb 21
Sept 19 Nov 19 Jan 20 Mar 20 May 20 Jul 20 Sept 20 Nov 20 Jan 21 Mar 21
First meetings with News piece on WIN television Leaflet at local information centres Road closures advertised
local councils.
• First meetings with local community groups.
• Creation of an online community group
• Creation of a local mailing list • Meeting with local chambers of commerce
• First online community meeting • Traffic Management Plan approved
L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 2021
2nd online community meetingCOMMUNITY ENGAGEMENT
LEARNINGS
L’Étape Australia by Tour de France usually follows the steps below:
• Development of the Traffic Management Plan (TMP) - ACTIONED
• Seek advice regarding community engagement - ACTIONED
• Face-to-face community meetings - CANCELLED (due to Covid)
• TMP amendments and improvements - ACTIONED
As many, we had to adapt:
• Community engagement program was re-thought to make the most of online tools.
• These exceptional circumstances didn’t allow for an efficient engagement program.
• Feedback from local residents and local businesses allowed us to develop the 2021
community engagement plan.
L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 20212021 COMMUNITY ENGAGEMENT PLAN
COMMUNITY ENGAGEMENT
TOOLS, RESOURCES AND SCHEDULE OF MEETINGS
ONLINE
• Dedicated email address: community@letapeaustralia.com
• Facebooks groups: dedicated L’Étape Australia group and local community groups
• Website: dedicated page on the L’Étape Australia website
• Database: grow our existing database to reach a wider audience.
ONSITE
• Face-to-face community meetings + webinars
• First round: information and feedback
• Second round: details and opportunities (4 months prior to the event)
• Third round: open forum for questions and last minute opportunities to get
involved (2 months prior to the event)
L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 2021COMMUNITY ENGAGEMENT
MEDIA, SIGNAGE & COMMUNITY GROUPS
MEDIA AND SIGNAGE
• Letterbox drops - community feedback on efficacy
• Roadside signage - 1 month out, as recommended and required by the local councils
• Local media - recommendations on the relevant local media are welcome
COMMUNITY GROUPS
• Facebook community groups - recommendations on the relevant community groups
to join are welcome
• Council and Chambers of Commerce
• Key interest groups: dairy farmers, care workers
L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 20212021 L’ÉTAPE AUSTRALIA MODIFICATIONS AND IMPROVEMENTS
THE ROUTE
TWO DISTANCES, MAKING THE EVENT ACCESSIBLE TO EVERY RIDER
The routes
The current routes are the results of months of discussions with all state and local
stakeholders and cannot be amended.
Supporters and Community Activities
• Many examples of support from the local communities:
• Farmers drawn bicycles in their fields
• Local shops dressed up their windows
• Schools who painted messages of support on the roads.
• We want to encourage and reward these initiatives and showcase them to our riders.
L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - AUGUST 2020 Watch the route videoDATE AND TIMINGS
REDUCING THE IMPACT ON THE LOCAL COMMUNITY
• Moving L’Étape to the last weekend of November to avoid any clash with events in
Berry and Robertson
• Race day could be on Sunday 28 November to mitigate the impact on Saturday trading
• Minimum average speed increased to 20 km/h for the last rider and start time 30
minutes earlier.
• Reopening times guaranteed by the use of a timing car
L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE - APRIL 2021Q&A
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