Tour de France: Krys gets his jersey wet

A partner of the competition for over a decade, optician Krys has seen things on a grand scale for the 111th edition of the Tour de France, which takes place from June 29 to July 21.

“To establish our popularity with the French”. This, according to Bruno Censier, director of Krys optique & audition, was the brand’s first ambition when it positioned itself on the Tour de France about ten years ago. Since then, the link between Krys and the cycling competition has gradually strengthened, pushing the brand to imagine more and more activations year after year. NWe headed to the Tour de France because this competition conveyed a wonderful sharing of values. Likewise, we wanted to show that we were a committed company”remembers Bruno Censier. A commitment that is intended to be multidimensional: “Partnering with such an event opens up many perspectives allowing Krys to translate all of its commitments into concrete achievements”he continues.

Illustration with the brand sponsorship for the white jersey (which rewards the best young rider in the Tour de France): As official sponsor of the white jersey since 2015 (Editor’s note: and this, until 2026 at the earliest)Krys values ​​its action for youth but also for entrepreneurship. We are a company made up of many people who undertake and develop their business at the local level and so it makes perfect sense”explains the brand director.

A collaboration with HugoDécrypte

Another activation for youth during this new edition of the Tour: with the promise “Youth deserves to be seen & heard”, the brand will dedicate an entire day (July 6) to this cause. Concretely, in collaboration with Afev (Association of the student foundation for the city), Krys will allow has young people trained by HugoDécrypte to take over the White stage of the Tour de France in a cheerful, unique and committed way.” These one-day journalists will produce content that will be broadcast throughout the Tour de France on the brand’s social networks.

Read also: (TMK23) Bruno Censier, director of the Krys Optique & Audition brand: “Engaging through trust”

A donation of 60,000 euros will ultimately be paid to the association to help finance it.This will allow them to continue to develop and open up to new neighborhoods to help other young people. This type of initiative allows us to embody and realize our commitments.”says Bruno Censier.

At the same time, Krys will take advantage of the event to capitalize on his main fight: visual and hearing health. A bit like the Tour, we will offer residents the opportunity to stop at a Krys store – like their own stopover – to have a free test of their eyesight and hearing. They can also be consulted on the way to the Sight Bus, present at the start or finish of 11 stages of the competition,” reports the manager.

Deployed since 2016, this operation has already benefited 13,000 people. And like every year, a hundred opticians of the brand will be invited “to fully experience the Tour”.

A challenge on Strava “to promote diversity”

Also sponsor of the Tour de France Femmes team classification since 2023, Krys organized, from June 3 to 9, the second edition of its campaign “Pedaling together, it gives confidence”. The brand invited, for a week, its community to pedal more than 2 million kilometers, via the Strava application. If successful, the network of opticians promised to make a donation of 10,000 euros to the association “Les Bornées”, to organize 20 bike rides in France (Paris, Marseille, Bordeaux, Orléans, Annecy …) in order to “promote diversity and give confidence to women on bikes”Result: more than 4.6 million kilometers were covered, more than double the initial objective!

The brand’s activations for the 2024 Tour de France don’t stop there. In addition to the gifts offered throughout the route, Krys has come up with a partnership with RMC and the show “Intégrale Tour” to give listeners the chance to win a pair of glasses and a white jersey every day. On the small screen, the brand will benefit “before, during and after the race” of a major exhibition on France Télévisions.

Source: www.e-marketing.fr