Publicity caravan

One of the most original forms of publicity in existence, the Tour de France caravan was originally created in 1930 in response to strictly financial imperatives. The man in charge of the event, Jacques Goddet, having decided to impose the national team formula and provide the riders with bikes, needed to generate significant revenue in order to implement his ambitious reforms. Since then, the caravan has become part of the spectacle of Le Tour, as the brands try to outdo each other creatively so as to make the biggest impression on the 12 to 15 million roadside spectators.