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Tour de France blogger steers clear of promoting sponsor


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July 13, 2005

Tour de France blogger steers clear of promoting sponsor

Stephen Baker

Just read Ted Darling's posts from the Tour de France. He's the Subaru-backed sweepstakes winner (on the left in the photo, with event blogger Ian Jackson) I talked to last week. It's a nice account of the riding. But I don't see exactly how Subaru benefits from it. (Maybe it's from posts like this.) You branding and PR bloggers out there, is this a soft-sell model more marketers will be following?

02:26 PM

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Hi Stephen: May I kindly suggest that if you are going to write about SUBARU, that you spell it correctly? And by the way, I haven't found a mention of SUBARU in either spelling (!) on the aforementioned Ted Darling's posts!

Posted by: Darlene at July 13, 2005 03:42 PM

Hi Darlene, so sorry I misspelled the company in the previous post. But I got it right this time, didn't I? Here's a cut and paste from their Web site: Subaru World Rally Team.

Posted by: steve baker at July 13, 2005 05:10 PM

I think it's certainly a soft sell, but then again, Subaru doesn't have much invested in this, does it? A trip to the Tour, some electronic equipment, logding, and a bit of cycling stuff is all they're providing, isn't it? They probably got most of this stuff free from other relationships/sponsorships they have over there, so to get ANY mentions/exposure for this likely makes their "investment" pay out.

Posted by: John at July 14, 2005 08:18 AM


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