A vehicle of the Tour de France publicity caravan
Rue de Rivoli
Quartier Saint-Germain-l'Auxerrois, 1st arrondissement
Paris, July 2004
“The formula’s success, with a parade of originally decorated vehicles ‘advertising their wares’ by giving away gifts, was immediate. The first advertisers, like Vache qui rit (the Laughing Cow) won a place in the hearts of the public, who willingly joined in the fun. Eighty years later, the publicity caravan has become an integral part of the event that is the Tour de France. It goes hand in hand with the race that it precedes, with the multi-shaped and multi-coloured procession lasting more than 45 minutes. Young and old alike at the roadside marvel at the inventiveness of the floats and vehicles and clamour to grab the gifts… In total, a survey carried out amongst people who come to watch the Tour reveals that 47% of spectators come first and foremost to see the publicity caravan.” (Publicity caravan, Le Tour de France)
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