BOSCH, A MAJOR SPONSOR
of the 2018 Santos Tour Down Under
Celebrating its twentieth year, the Santos Tour Down Under (TDU) is an action-packed nine-day event where cyclists from Australia and around the world come together to participate in the biggest cycling race in the southern hemisphere.
Building on the success of 2017, this year Bosch was a major sponsor of this popular event, enlarging the brand presence across event relevant materials and overall brand penetration throughout the week. Through this activity, Bosch had the opportunity to increase its brand presence at Australia’s biggest cycling event and continue to become an increasing part of the conversation around eBike technology in Australia.
During the event, Bosch ran a promotional tent at the Adelaide City Tour Village where media, fans and participants alike had the opportunity to learn more about Bosch eBike Systems. With the guidance of experienced Bosch experts on the ground, the tent showcased the latest Active Line and Active Line Plus drive units, eMTB mode and PowerTube battery.
As part of the activation, attendees also had the opportunity to test ride an eBike around the Tour Village, on Bosch’s test fleet as supplied by partners Cube, Electra, Focus, Gazelle, Kalkhoff and Trek. Through this experience, even the most traditional cyclists appeared converted and commented on the excitement and joy of the eBike riding experience.
Overall, TDU 2018 was a great success for Bosch to display the latest product innovations and showcase the benefits of Bosch eBike Systems.