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The 2012 Cowbell National Cycling Tour of Ghana is a tremendous success


After 13-days of smart cycling across 8 regions of the country, riding through blazing temperatures, mountainous regions and other kinds of rough terrain, Henry Tetteh Djangmah of the Choco-malt cycling club successfully retained the prestigious ‘yellow’ jersey, finishing just 17 seconds ahead of his fellow cyclists.

The 2012 Cowbell National Cycling Tour of Ghana, modelled on the world’s leading cycling event, Le Tour de France, took off on the 15th 0f May 2012 with 72 cyclists.

From the start it was obvious that this year’s spectator numbers were going to be a huge increase on last year. With a huge, cheering crowd lined up along both sides of the road the cyclists finished the first stage in blistering fashion cutting down the stage time by 16 minutes. The tone was clearly set for what was to be the most exciting tour ever witnessed in the country, as the yellow jersey kept changing hands from stage to stage. Injuries were few and far between as the cyclists displayed good physical conditioning; a result of the tough training regimes many of them had followed to in the run up to the competition.

The arrival of the tour in each town and city was an awesome spectacle as the lead cyclists would zoom through followed by the peloton and then the equally spectacular convoy of over 30 vehicles most of them Cowbell-branded.

Exposure for the Cowbell brand was achieved through a combination of above and below the line activity. Fourteen billboards went up nationwide in sync with the launch of the event alongside print, radio and television promos. Across five of the nations leading radio stations, a minimum of 18 promos were being run per day leading up to the start of the tour. This was accompanied by an equally heavy television promotion schedule with 6 in-studio interviews and news coverage in primetime news. The duration of the event saw daily coverage on all three partner radio stations, one national television station, as well as partner stations in the relevant regions. 

Road shows were organised at every finish point with free sampling of nutritious Cowbell drinks. Thousands of people ran out of their homes and market centres, and schoolchildren came out of their classrooms just to have a glimpse of the cyclists riding, exposing the Cowbell brand to a larger number of people.

To pull off the daunting logistical arrangements for the Tour, the marketing communication team of Promasidor Ghana Limited began with the implementation of drawn up plans two clear months before the event. The herculean task mainly involved organizing food, accommodation and transportation for the near 200-strong contingent. The fantastic work of the 2012 tour was pulled off with the firm support of Pens and Plastics, the Ghana Cycling federation, the National Sports Authority and four of the nation’s leading media houses.

The Tour came to a befitting climax at the La Trade Fair centre, where stage and overall jersey winners were presented with trophies, medals and cash prizes totalling an amount of $17,000. Amidst spectacular trumpet fanfare and a rich display of Ghanaian traditional drums and breathtaking fireworks the ultimate overall jersey winner was presented to Henry Tetteh Djangmah.

Promasidor Ghana is determined to build the Tour into a world-class event in the medium-term to provide extraordinary exposure for the Cowbell brand and keep it in the hearts and minds of our valued consumers.



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