THE DÉPART RAMP: ENHANCED ATHLETE ENTRANCE AND BRAND ACTIVATION

Stage 1 of the Tour was a 13km individual time trial around central Copenhagen, with a fierce battle to win the very first yellow jersey. With a long-list of 176 riders starting the Tour, the Départ Ramp is a crucial element of the event and broadcast production, creating a visual spectacle for every athlete’s entrance.

ASO worked with ADI to design a ramp solution that was larger and more impactful than previous iterations. The architectural-style temporary structure was designed with ramps front and back to suit its functional requirements, and offered ample canvases for branding. The front camera-facing side was clad in high-resolution 3mm modular LED product, with more digital signage integration than previous solutions.

Before each rider rolled down the start ramp to race against the clock - and be met by huge, enthusiastic crowds – their name, head-shot and number were broadcast on the LED displays, before individual countdowns to enhance the atmosphere and build anticipation.

Another key function of the Départ Ramp is to activate headline partners in front of international broadcast audiences, which can total billions of avid TV viewers. Digital branding and video were displayed across the LED frontage of the ramp structure, delivering TV exposure and coverage for Tissot and City of Copenhagen, amongst other global partners.