The 2012 Giro d'Italia publicity campaign got under way today with the above poster. It uses the Giro slogan, introduced in 2009, “La corsa più dura del mondo nel Paese più bello del mondo” along with a new project for 2012 “Be the Next Fighter”. The “Be the Next Fighter” campaign, selected three cyclists to be the models in the campaign through a social media contest (if you weren't reading ICJ you may have missed the contest); one of the cyclists is seen above.Click on image to enlarge.
The Giro gets underway in Herning, Denmark, on May 5th and finishes in the heart of Milano on May 27th.
Note: reader Micheal left a question asking if the poster with Jered Gruber's photo wasn't the official poster (below). The reply is that it is but this is another poster that was announced yesterday, that of combining the slogan with the new "Be the Next Fighter" project.
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We're so happy the "Giro by Committee" kept the slogan! It really does sum up the passion of La Corsa Rosa well.
ReplyDeleteWhat happened to the poster with Jered Gruber's photo? I thought that was to be the 2012 Official Giro poster.
ReplyDelete@Michael: You are correct, Gruber's photo that became the basis for the poster is the official poster. Whta I wrote about is another official poster that was announced yesterday, that of combining the slogan with the new "Be the Next Fighter" project.
ReplyDeleteIf these posters were available at retail, that'd be great to tell us too! Thanks!
ReplyDelete