The Road to Paris began on Hollywood Boulevard as simultaneous athlete-focused activations strategically engaged the west coast in true Hollywood fashion. First, sport’s biggest stars flipped the script by boarding a double-decker tourist bus specifically routed to appear at L.A. hot spots. Dozens of athletes took their star turn as each arrival was met with media coverage, interviews and autograph sessions. Further, content-generating builds delighted Olympians and fans alike when the Rings Across America Tour returned for its third installment on a smartly designed mobile stage while a branded, built-to-scale Eiffel Tower was utilized for athlete appearances and a monumental promotional shoot at the Universal Studios lot.
The Tour Bus and Rings garnered over 3M impressions along their journey in addition to earning significant affiliate and national media coverage, including Access Hollywood. Online, athletes shared their experiences with fans and with each other, engaging millions more in anticipation of another historic chapter of the Games.