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“We are excited to be working with Paintbox Press,” noted Michelle Alfandari, president of MODA International Marketing. “The Tour de France’s varied landscapes and vibrant colors will provide exquisite images for a reading experience that will transport children and adults alike to the sidelines of the race.” She further states that, “For MODA, the Tour de France is a dynamic client attracting great interest from potential licensees. The ‘brand’ is so powerful that the actual event, in essence, has become for licensees an annual reaffirmation – and advertisement ‐ of one of the most demanding sports, exciting spectator events as well as an active lifestyle brand”. The Tour de France event is over 100 years old – once a year it celebrates and represents one of the most grueling endurance sporting events of all time. Participants and enthusiasts come from all over the world making the brand a global icon for cycling. The Tour has essentially transcended being solely a remarkable event to the stand‐alone global brand for cycling and active/healthy lifestyles. Pam Pease, founder of Paintbox Press, plans to release the Pop‐Up Tour de France in Summer 2009. "We are thrilled to partner with MODA International and ASO to bring the story of Le Tour de France to a new generation of cyclists and racing fans. The time is right to put a fresh face on this outstanding and exciting event. By presenting the drama of the race in three dimensions, readers of all ages can understand and enjoy the Tour in a very interactive and visual way." Frédéric Viargues, Chef de Groupe Commercial et Licences Service Marketing Operationnel says, “I am very pleased with this new association and look forward to a long‐term relationship with Paintbox Press. I hope that this outstanding book will encourage people of all ages to participate in cycling.” |
