On the occasion of Tour de France 2015, Krys invites the French to experience the emotions of the Grande Boucle in the image of the young runners, of which he now sponsors the White Jersey. On the roads, in the media and in its 866 stores, the favorite optical brand of the French *, relies on a multi-channel system to relay its signature on the Tour de France: "Emotion Made in France" . To illustrate this promise, the revelation of this device was orchestrated at the Group's logistics and production site, located in Bazainville in the Yvelines region, where Kalysté 2.0 glasses are produced with the Origine France Garantie ** label. KRYS GROUP is the only optical group that manufactures its own lenses, the site is therefore a strong symbol of the Krys brand attachment to Made in France.
"Emotion made in France": Krys in the hearts of the French
« It is with enthusiasm, daring and a desire to share strong emotions that we are entering our second year of partnership. This partnership with the Tour de France is the merger between two brands that are part of everyday life and in the hearts of French people, and also leaders in French know-how. Today we translate this emotional relationship with the French and with the Tour de France by offering everyone to experience it through our entertainment program "Emotion Made in France »Declares Estelle Guérin, Director of the Krys brand.
On the roads of the Tour de France :
By integrating the Club Tour de France, the Krys brand strengthens its presence on the Tour with visibility throughout the course and a densified public relations platform which allows Krys opticians to invite nearly 1 people, customers and professionals.
The brand will also benefit from significant visibility thanks to the exploits of young runners and in particular to the bearer of the White Jersey who will be presented on the Champs-Elysées a new trophy made with Kalysté 2.0 glasses, labeled Origine France Garantie and manufactured at its Bazainville site.
As is the tradition, the Tour de France caravan will travel the roads of France again and Krys is taking part with 4 vehicles. The brand features sunglasses and will broadcast messages of protection to the general public. An opportunity to remind the French, in this summer period, that sunglasses are a fashion accessory but also a visual health product.
In addition to entertainment on the start and finish lines with the distribution of giant glasses, the caravanners will distribute more than 740 goodies on the entire Tour de France route: chamois, Maillot Blanc keyring and reduction coupons.
In the media :
Krys relies on the different press, TV and digital media to disseminate qualified messages and nurture its notoriety during the Tour de France.
A press insertions campaign using the key visual "Emotion Made in France" is deployed in news, women's, leisure and sport magazines, as well as in the regional daily press. More than 35 million copies will give visibility to the partnership.
On television, billboards are integrated as part of the sponsorship of live broadcasts of the different stages to be once again closer to the sporting spectacle.
Through its digital platforms that are the krys.com site, the blog Krys, Facebook and Twitter, the brand will relay the news of the Tour de France and more particularly of the White Jersey. On Twitter, a competition is offered daily to allow Tour fans to win the signed White Jersey for each stage.
At the store :
Throughout the Tour de France, Krys stores will benefit from a event dressing of their windows in the colors of the race. Customers will be able to discover solar collections developed for the Tour de France and will benefit from a 15 euros reduction to be used on a future purchase.
With the aim of animating the activity of the points of sale throughout the duration of the Grande Boucle, a big competition awaits the customers of the Krys stores: a bicycle co-branded Krys and Tour de France is to be won by lot. in each store participating in the operation. More than 60 Tour de France leaflets will be distributed to customers in all Krys stores, an additional opportunity to promote the expertise of opticians and the attachment of the French to the Krys brand.
Emotion made in France = French emotion.
* 2014 OC&C Strategy Consultants ranking of the attractiveness of retail chains, OC&C Strategy Consultants analysis.
** Range of Kalysté 2.0 progressive, proximity and single vision HD and HD Individualized lenses. Corrective lenses are medical devices that constitute products
health regulations bearing the CE marking. If in doubt, consult a specialist health professional