Team Sky cheers on its team through London

Team Sky encouraged its riders through targeted outdoor ads as the Tour de France cyclists passed through east London.

Sky Team: outdoor support campaign captured by ITV's coverage
Sky Team: outdoor support campaign captured by ITV's coverage

Team Sky’s message of support to its riders on Ocean Outdoor’s Two Towers East digital billboards was captured on ITV yesterday, as the Tour de France cyclists passed over the flyover in London’s Docklands.

The Team Sky ad, which was created by Sky’s in-house team with outdoor planning and buying by Rapport, was clearly visible on ITV’s coverage of the race.