Santos Tour Down Under is the first event off the starting block of the international cycling year. BWM has won the creative account for the biggest cycling race in the southern hemisphere.

Cadel Evans is Australia’s favourite to win the Santos Tour Down Under in Adelaide. He came second last year – by one second. BWM Group Melbourne came first in a competitive pitch run by South Australian Tourism Commission. It has set up an office in Adelaide to manage the job.

“BWM really blew us away with the energy and vision they brought to the pitch. Shaking up our creative concept is crucial to the evolution of the Santos Tour Down Under and we can’t wait to see BWM bring the event to life,” Emma Nicholls, director of marketing communications for the South AustralianTourism Commission acknowledged.

The Santos Tour Down Under began in 1999. In 2008, it became the first event outside cycling’s traditional home of Europe to be part of the UCI WorldTour.

The event generates $43.6 million in economic impact for South Australia and attracts 40,000 interstate and international visitors.

Mark Watkin, managing director BWM Group Melbourne, commented, “The Santos Tour Down Under is a prestigious event that draws attention from all over the world. We’re looking forward to revitalising the creative look and feel of the race to reflect the excitement that the Tour generates.

“This was the first race outside of Europe to be awarded World Tour status, putting it up there with the Tour de France and the Giro d ’Italia. We want to remind people that the Tour Down Under is as impressive as any cycling event in the world and ensure the continuing growth and ongoing success of the race for years to come.”

The creative project aims to encapsulate the party atmosphere of the week-long festival of cycling and draw fans into its excitement.

BWM chief creative officer, Rob Belgiovane, noted, “This is a great opportunity to reinvigorate one of South Australia’s biggest sporting attractions and prove the Santos Tour Down Under is more than just a bike race.

“The Santos Tour Down Under is a great win for BWM Group and we’re excited to collaborate with the South Australian Tourism Commission to get Australians talking about the event.”