Antargaz uses the Tour De France to promote its Calypso cylinder
By Paul Ladner, UGI
Antargaz, a UGI company and one of France’s leading LPG providers, is an official sponsor of “Le Tour de France 2010“, and has been a Tour sponsor since 1996. This national and international sporting event gathers over 10 million spectators along the roads of France every July. Le Tour de France has a long and important history in France, and is commonly referred to as the greatest free show in the country. For Antargaz it is an important opportunity to develop its brand awareness, and to promote its customer friendly and popular image. Le Tour de France visits the heart of France, which is also the heart of Antargaz’ customer base, traversing through 600 villages where Antargaz customers and contractors live.
In recent years Antargaz has used the Tour to promote a new and successful innovation, the composite made Calypso cylinder. Calypso is lighter, safer, easier to handle and use, and a great replacement for a steel cylinder. Calypso is visible by millions of spectators through the publicity caravan, which includes cars topped with enlarged “mock” Calypso cylinders. Le Tour de France is also an opportunity for Antargaz to entertain nearly 3,000 customers and contractors every year. Antargaz has developed a specific reception facility named “Interétape”, set up every day in small villages along Le Tour de France route. Typically around 150 guests per day are entertained and informed about Antargaz products and services in a relaxed setting, while enjoying Le Tour de France. The entire Antargaz sales force and many other Antargaz staff are involved in the preparation, execution and follow up to this thriving Antargaz tradition.
