The Publicity Caravan: Commerce as Spectacle

Two hours before the riders arrive, the publicity caravan begins its parade. This commercial cavalcade—170 vehicles stretching over 20 kilometers—represents the Tour's unique blend of sport and marketing. For many spectators, especially children and casual fans, the caravan provides equal entertainment to the race itself.

Organized Chaos

The caravan operates with military precision beneath apparent chaos. Each vehicle has designated position, speed requirements, and distribution quotas. Young people hanging from specially designed vehicles throw promotional items to crowds—keychains, hats, candy, sample products. The distribution appears random but follows calculated patterns ensuring coverage throughout the route.

This commercial parade generates mixed emotions. Purists dismiss it as crass commercialism detracting from sport. Others embrace it as essential Tour tradition, part of the festival atmosphere that distinguishes cycling from stadium sports. Children collecting caravan souvenirs create memories as vivid as seeing champions pass. The cheap plastic trinkets become treasured mementos of magical days.

Economic Engine

The caravan's commercial logic is compelling. For relatively modest investment, companies gain exposure to millions of roadside spectators plus television audiences. The moving billboard reaches demographics traditional advertising struggles to access—rural populations, multi-generational families, international tourists. Products distributed create brand associations with joy and celebration.

For local economies, the caravan brings immediate injection of cash. Spectators waiting hours need food, drinks, and facilities. Entrepreneurial locals set up temporary shops, bars, and toilets. Farmers sell produce, children offer guided parking, households rent garden access. The Tour's passage, however brief, generates income supplementing annual earnings.