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Yorkshire Building Society crowns the region the 'most beautiful race track in the world' in Tour de France sponsorship campaign

2014 marks the 150th anniversary of Yorkshire Building Society

Yorkshire Building Society (YBS) has worked with creative direct marketing agency Soul to craft a new campaign announcing its sponsorship of the Tour de France Grand Depart as part of the building society’s 150th anniversary.

Spanning TV indents, press ads, branch collateral, 48 and six sheet posters as well as in-branch posters, the creative focuses on the glories of Yorkshire with super-size posters communicating Yorkshire as the ‘most beautiful race track in the world’ targeting cyclists heading out of Leeds and into the countryside.

Anna Higgins, customer marketing manager, commented: “This is a special year for us as we celebrate our 150th anniversary; the pride we feel to be supporting this iconic sporting event in what is a landmark year for us is second to none.

“Soul has developed a campaign concept that encapsulates both our immense pride and the entire county’s excitement about the race. We’re supporting a global event that will bring the eyes of the world to the UK and to Yorkshire in particular.”

Creative director at Soul, Shaun Moran, added: “Our brief was to communicate not only how proud YBS is to sponsor the Tour de France Grand Départ, but how proud it is of Yorkshire, it’s our home. We’ve used stunning images of the Yorkshire Dales and other parts of the county to show both cyclists and observers what’s waiting for them.”

The iconic sporting event begins in Yorkshire on 5 and 6 July before heading into Cambridge and London on 7 July and then into mainland Europe.

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