Looking back with pride on the Tour de France Femmes: a colorful tribute to female cyclists
The power of both sports and flowers to connect became patently clear during the first stage of the Tour de France. Our 1,000 m² flower mosaic and decorations along the route allowed us to shine the spotlight on the horticultural sector as well as local growers and traders. This in turn attracted both national and international media attention.
Colourful collaboration with the sector
Our initiatives during the cycling event had a clear goal: to portray the Netherlands as the ultimate horticultural country. And we managed to do so with great effect! Together with the Municipality of Westland, local growers and other organisations in the sector, we launched unique initiatives that highlighted both the sport and horticultural sector. And that is something we are very proud of.
Tour de France Femmes activations: iconic flower mosaic, decorations along the route and more
The 1,000 m² flower mosaic, which was designed in partnership with no fewer than 40 Dutch growers, was the most impressive showpiece. The mosaic portrayed cyclist Mien van Bree, who was the first Dutch world champion in women's cycling. The showpiece attracted the attention of millions of television viewers around the world as well as many spectators along the route. Afterwards, the mosaic was made available as a picking garden, where visitors could pick a free bouquet of flowers. Around 500 people took advantage of this opportunity. And what happened to the remaining flowers? They were donated to nursing homes in the region.
National and international media attention
The activations carried out in collaboration with the sector attracted media attention in the Netherlands and worldwide. This included a lengthy shot of the flower mosaic during the NOS's live broadcast. The story behind the showpiece was also told at length. In addition, articles were published about the mosaic in newspapers such as Algemeen Dagblad, de Volkskrant and Trouw.
A few of our activations were also highlighted by the organisers of the Tour de France Femmes itself. For instance, the website of the organisers showed the mosaic during a video of the day’s highlights. Pictures of the picking garden were also posted on their Instagram account.
It goes without saying that we also used our own social media channels to promote the event-related activations. These posts performed particularly well and a few even went viral.
The positive media attention from various perspectives helped to strengthen the image of our sector both nationally and internationally.
How we continue working towards a futureproof sector
The success of the activations during the 2024 Tour de France Femmes, as well as the efforts of all involved parties, emphasised the power of collaboration within our sector. We are proud of what we have achieved together and how we succeeded in putting Westland in the spotlight.
Want to re-experience the day?
Watch all the highlights and unforgettable moments in the after-movie (in Dutch) below.
