When you think of the Tour de France, images of pelotons, mountain passes and cheering fans quickly spring to mind. What many people don’t realise: Long before the riders, even before the first team car rolls over the start line, a completely different team is on the move – the Avant-Course.
An exclusive programme for invited guests and partners of the Tour. And right in the middle of it all: Tissot, official timekeeper of the Tour de France. Since returning as a sponsor, the Swiss watch brand has used this special format to activate its brand image and experience marketing at the highest level.
What happens in the Avant-Course?
The programme often begins in the early hours of the morning. The participants – selected partners, customers and media representatives – start before the official Tour entourage. For special stages or VIP guests, there is even a helicopter flight along the stage.
Impressive perspectives open up from the air:
– The winding route through villages and over mountain passes
– Fans lined up early at the roadside
– And the monumental logistics of this mega event in motion
After landing, it often goes straight to a special section of the stage or to the finish area, where guests can experience the tour up close – but with a little extra exclusivity.
My role: making moments visible
