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Halfords hires amateur cyclist for campaign

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Bicycle & car parts retailer Halfords has today announced the launch of a marketing campaign involving an amateur taking on the challenge of the Tour de France.

A 15 minute documentary will be launched on Saturday June 30th 2012 following non-professional Dan Francis as he leaves his home in South West London and navigates his way along the Tour de France route.

A campaign launch on YouTube and the Halfords Cycling Facebook will coincide with the official Tour de France on the weekend.

Indents of the documentary will appear on ad breaks during ITV4’s live airing and ITV2 highlights as Halfords sponsors the event’s coverage on the channel.

During the 3 weeks of the tour, 24 indents will be seen of Dan tackling various aspects of his journey across the hills and mountains.

Halfords will be posting updates from the tour on its Twitter and Facebook pages making comparisons with Dan’s journey across the French terrain.

Dan Francis commented on his experience in the campaign as quite the tour de force: “The Tour de Francis has been amazing, absolute magic…”

“I never thought I’d be doing anything like this, even when I found out I was going to be doing this, I still didn’t envisage what was coming.

“I’ve never been up mountains before; didn’t know my legs would take me up there, the stamina I found in my legs that I didn’t know I had and the ability to keep digging and digging.

He added, “When you’ve got that team car behind you and their egging you on and encouraging you - its just incredible.”

Published on Wednesday 27 June by Editorial Assistant

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