La Trace: +1 000 téléchargements en quelques jours

La Trace is a cycling application that lists all the cycling routes in France and makes cycling travel accessible to all. Founded by Corentin Richard, it is part of the trend of slow travel and local tourism.

As the 2025 Tour de France approaches, the team wants to take advantage of the event to make the application known to the general public, without a media plan or advertising budget. The idea: to publish, the day before each stage, three routes inspired by the Tour (sports, family and leisure) accessible everywhere in France.

• Design of a Press release clear and exciting around the launch of the application and its link with the Tour
• Editorial of 7 regional press releases to anchor the campaign locally and target the France 3, France Bleu and PQR newsrooms
• Coordinated relaunches during the 21 stages of the Tour, with real-time adaptation of angles and local testimonies
• Organization of a France 3 report in Amiens (found and assembled in 24 hours with a local cycling club)
• Broadcast and sharing of the report on TikTok and on JT, creating a viral loop taken up by several media

• +1,000 downloads of the application in a few days
• +20,000 views and 880 likes On the TikTok video France 3 Hauts-de-France
• TV reports on France 3 and Switch to BFM Business
• Multiple repercussions in the regional and national press
• An improvised campaign that became a case study in agile media strategy