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150 Yorkshire sheep dyed yellow in Tour de France sponsorship stunt

Things have been a bit busy in the last couple of days since the below was sent my way, so I’m including it for posterity.

To promote Yorkshire Building Society’s sponsorship of the Tour de France Grand Départ, 150 sheep in Yorkshire, England had their wool dyed yellow in honour of the famous yellow leader’s jersey.

Yellow sheep Tour de France Yorkshire close

Direct marketing agency Soul teamed up with a local farm to provide the shearing and dyeing of the sheep, which were located in a field along the route of the first stage of the race from Friday 4 July until Sunday 6 July.

Yellow sheep Tour de France Yorkshire

According to the release, it was agreed that the wool would be bought with the intention of creating jumpers for donation to charities for children and families in need.

Of course, this isn’t the first time sheep have been used in a PR stunt – after ‘mysterious markings’ were later found to be a campaign by Alton Towers to promote its newest ride, The Smiler.

Involved agencies:

Soul London

Velvet PR

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Rich started PRexamples.com in January 2012. He runs consumer PR agency Radioactive PR, which has two offices in the UK. In March 2013, Rich co-founded blogger outreach service bloggabase.com. He tweets about PR stunts, campaigns and other media bits and pieces @RichLeighPR

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