{"id":9460,"date":"2020-09-02T13:00:14","date_gmt":"2020-09-02T11:00:14","guid":{"rendered":"https:\/\/www.welovecycling.com\/cs\/?p=9460"},"modified":"2024-06-11T16:53:33","modified_gmt":"2024-06-11T14:53:33","slug":"retro-tour-de-france-vanoce-v-cervenci-aneb-reklamni-karavana-startuje-1930","status":"publish","type":"post","link":"https:\/\/www.welovecycling.com\/cs\/2020\/09\/02\/retro-tour-de-france-vanoce-v-cervenci-aneb-reklamni-karavana-startuje-1930\/","title":{"rendered":"Tour de France: V\u00e1noce v \u010dervenci, aneb reklamn\u00ed karavana startuje (1930)"},"content":{"rendered":"

Nikdo to nikdy p\u0159esn\u011b nespo\u010d\u00edtal, proto\u017ee to prost\u011b nejde. Ale odhaduje se, \u017ee pod\u00e9l silnic Tour de France se ka\u017ed\u00fd rok za t\u0159i t\u00fddny jej\u00edho trv\u00e1n\u00ed vyst\u0159\u00edd\u00e1 10 a\u017e 12 milion\u016f div\u00e1k\u016f. A stejn\u011b kvalifikovan\u00fd odhad \u0159\u00edk\u00e1, \u017ee a\u017e 47 procent z nich p\u0159iv\u00e1b\u00ed to, co pelotonu cyklist\u016f s n\u011bkolikahodinov\u00fdm p\u0159edstihem p\u0159edch\u00e1z\u00ed. Reklamn\u00ed karavana pln\u00e1 d\u00e1re\u010dk\u016f letos slav\u00ed 90 let.<\/strong><\/p>\n

V roce 1929 Henri Desgrange, \u0159editel Tour, zase jednou dum\u00e1, co se sv\u00fdm z\u00e1vodem. T\u0159i roky po sob\u011b mu vl\u00e1dne t\u00fdm Alcyon (dvakr\u00e1t Lucembur\u010dan Frantz, a pak Belgi\u010dan de Waele), kter\u00fd plat\u00ed mocn\u00fd v\u00fdrobce kol. A direktor sopt\u00ed. \u201eTak to ne! Od t\u00fdm\u016f placen\u00fdch firmami p\u0159ejdeme k t\u00fdm\u016fm n\u00e1rodn\u00edm,\u201c vym\u00edn\u00ed si a zm\u011bnu ohl\u00e1s\u00ed na podzim roku 1929 v den\u00edku L\u2019Auto.<\/p>\n

Desgrange pot\u0159ebuje pen\u00edze. Menier rozd\u00e1v\u00e1 \u010dokol\u00e1dy<\/strong><\/h2>\n

Revolu\u010dn\u00ed my\u0161lenka za \u00fa\u010delem zv\u00fd\u0161en\u00ed nap\u011bt\u00ed v z\u00e1vod\u011b m\u00e1 v\u0161ak jedno ale. Je dost n\u00e1kladn\u00e1! Nut\u00ed organiz\u00e1tory uhradit v\u0161echny v\u00fddaje za cyklisty, kter\u00fdch do 24. ro\u010dn\u00edku z\u00e1vodu nakonec odstartuje 86. Vedle p\u011bti reprezentac\u00ed o osmi mu\u017e\u00edch z N\u011bmecka, Belgie, \u0160pan\u011blska, It\u00e1lie a samoz\u0159ejm\u011b dom\u00e1c\u00edch taky amat\u00e9\u0159i bez za\u0159azen\u00ed. T\u011bm v\u0161em Desgrange chce poskytnout identick\u00e1 kola \u017elut\u00e9 barvy, aby m\u011bli v\u0161ichni rovn\u00e9 podm\u00ednky.<\/p>\n

No jo, ale kdo to v\u0161echno zaplat\u00ed? Desgrange dum\u00e1 d\u00e1l a na n\u011bco p\u0159ijde. Nab\u00eddne nejv\u011bt\u0161\u00edm francouzsk\u00fdm podnik\u016fm participovat na jeho vyn\u00e1lezu: reklamn\u00ed karavan\u011b. Za poplatek po\u0159adateli budou firmy jako \u201es\u00fdrov\u00e1\u201c Vesel\u00e1 kr\u00e1va nebo v\u00fdrobce su\u0161enek Delft prvn\u00edmi, kte\u0159\u00ed se \u00fa\u010dastn\u00ed t\u00e9to bezprecedentn\u00ed komer\u010dn\u00ed aktivity.<\/p>\n

\"Reklamn\u00ed<\/a>
Reklamn\u00ed karavana je sou\u010d\u00e1st\u00ed Tour de France od roku 1930. Foto: A.S.O.\/Thomas Maheux<\/em><\/figcaption><\/figure>\n

Je to ofici\u00e1ln\u00ed start karavany. P\u0159esto\u017ee u\u017e v roce 1929 v z\u00e1vod\u011b vr\u010d\u00ed vozy, co propaguj\u00ed kr\u00e9m na boty Lion Noir, bud\u00edky Bayard nebo \u010dokol\u00e1du Menier. Teprve rok 1930 ale dod\u00e1 reklam\u011b ofici\u00e1ln\u00ed r\u00e1mec. \u010cokol\u00e1dovna Menier b\u011bhem t\u0159\u00ed t\u00fddn\u016f rozd\u00e1 na p\u016fl milionu tabulek sv\u00e9 \u010dokol\u00e1dy mezi div\u00e1ky a sou\u010dasn\u011b horkou \u010dokol\u00e1du samotn\u00fdm z\u00e1vodn\u00edk\u016fm promrzl\u00fdm na vrcholc\u00edch hor.<\/p>\n

\n
\"retro-tour-de-france-kdyz-se-peloton-vyda-k-nebi-1910\"\/<\/a><\/div>
\n TdF<\/a>\n <\/div>\n
\n \n

Tour de France: kdy\u017e se peloton vyd\u00e1 k nebi (1910)<\/span><\/h3>\n <\/a>\n <\/div>\n <\/article>\n<\/div>\n

\u00dasp\u011bch Desgrangeho ideje je okam\u017eit\u00fd. Tradice se vep\u00ed\u0161e do d\u011bjin Tour de France navzdory tomu, \u017ee se klasifikace z\u00e1vodu \u010dasem znovu navr\u00e1t\u00ed do form\u00e1tu t\u00fdm\u016f pod patronac\u00ed sponzor\u016f, nikoliv n\u00e1rodn\u00edch vlajek.<\/p>\n

\u0160koda Auto vstoupila do rodiny Tour v roce 2004<\/strong><\/h2>\n

Od vzniku karavany se firmy p\u0159edh\u00e1n\u011bj\u00ed, aby se probili do tohoto cirkusu. Dnes z\u00e1jemce mus\u00ed za sv\u00e9 m\u00edsto v konvoji platit odhadem 250 tis\u00edc eur. V roce 1937 propaguje here\u010dka a zp\u011bva\u010dka Jos\u00e9phine Bakerov\u00e1 zna\u010dku ban\u00e1n\u016f. Jeden\u00e1ct let nato zna\u010dka Ricard nech\u00e1 vyrobit tis\u00edce \u010depi\u010dek a popeln\u00edk\u016f se sv\u00fdm jm\u00e9nem. Organizuje b\u011bhem etap hudebn\u00ed vystoupen\u00ed a do sv\u00fdch program\u016f anga\u017euje hv\u011bzdy t\u00e9 doby.<\/p>\n

Yvette Hornerov\u00e1, kterou nejd\u0159\u00edv v roce 1952 anga\u017euje zna\u010dka Calor, a pak ji plat\u00ed v\u00fdrobce aperitiv\u016f Suze, se brzy stane ikonou pelotonu. Ze st\u0159echy jednoho z reklamn\u00edch voz\u016f vyhr\u00e1v\u00e1 na akordeon. Akordeonista Roland Zaninetti zase doprov\u00e1z\u00ed jeden\u00e1ct let cyklisty Tour jako ofici\u00e1ln\u00ed hudebn\u00ed doprovod.<\/p>\n

\"Alegorick\u00e9<\/a>
Alegorick\u00e9 vozy jsou ned\u00edlnou sou\u010d\u00e1st\u00ed reklamn\u00ed karavany Tour de France. Foto: A.S.O.\/Thomas Maheux<\/em><\/figcaption><\/figure>\n

Dal\u0161\u00edm slavn\u00fdm maskotem je od roku 1955 zna\u010dka Bic, kter\u00e1 vyr\u00e1b\u00ed pera. Od ro\u010dn\u00edku 1981 se po\u010d\u00edt\u00e1 \u00e9ra nejv\u011brn\u011bj\u0161\u00edho z partner\u016f Tour \u2013 lyonsk\u00e9 banky LCL (d\u0159\u00edve Cr\u00e9dit Lyonnais), dodnes hrd\u00e9ho partnera \u017elut\u00e9ho trikotu, ozdoby nejrychlej\u0161\u00edho mu\u017ee v pelotonu.<\/p>\n

Mezi partnery z\u00e1vodu a tedy i \u010dleny reklamn\u00ed karavany pat\u0159\u00ed taky \u0160koda Auto, kter\u00e1 do rodiny Tour de France vstoupila v roce 2004. Tehdy se stala sponzorem b\u00edl\u00e9ho dresu pro nejlep\u0161\u00edho mlad\u00edka do 25 let. Od roku 2015 jej\u00ed logo z\u00e1\u0159\u00ed ze zelen\u00e9ho trikotu pro v\u00edt\u011bze bodovac\u00ed sout\u011b\u017ee.<\/p>\n

Reklamn\u00ed karavana rozd\u00e1 patn\u00e1ct milion\u016f d\u00e1re\u010dk\u016f<\/strong><\/h2>\n

Po\u010det voz\u016f v konvoji od sv\u00e9ho vzniku nep\u0159est\u00e1v\u00e1 r\u016fst. Jestli\u017ee prvn\u00ed rok korzuje Franci\u00ed \u0161est reklamami popsan\u00fdch vozidel, dva roky pot\u00e9 u\u017e se v kolon\u011b usad\u00ed 25 zna\u010dek. A v roce 1977 jich je u\u017e 107.<\/p>\n

\"V<\/a>
V reklamn\u00ed karavan\u011b jsou zastoupeny zna\u010dky v\u0161emo\u017en\u00e9ho sortimentu od prac\u00edch pr\u00e1\u0161k\u016f, p\u0159es s\u00fdry a\u017e po sladkosti. Foto: A.S.O.\/Thomas Maheux<\/em><\/figcaption><\/figure>\n

Rekordn\u00edho po\u010dtu tahle karavana radosti dos\u00e1hla v roce 2006, kdy obsahovala 219 voz\u016f. A to byl moment, kdy po\u0159adatel\u00e9 z\u00e1vodu museli s\u00e1hnout k omezen\u00edm, proto\u017ee u\u017e se jen s obt\u00ed\u017eemi dala udr\u017eet v\u0161echna bezpe\u010dnostn\u00ed opat\u0159en\u00ed. Ono toti\u017e kdy\u017e se kolona dvou set voz\u016f rozjela, nat\u00e1hla se do d\u00e9lky 20 kilometr\u016f a od pr\u016fjezdu prvn\u00edho z aut po to posledn\u00ed trvala show klidn\u011b i 45 minut.<\/p>\n

\n
\"nejvetsi-favorite-tour-de-france-obhaji-bernal-nebo-ho-udola-potluceny-roglic\"\/<\/a><\/div>
\n TdF<\/a>\n <\/div>\n
\n \n

Nejv\u011bt\u0161\u00ed favorit\u00e9 Tour de France: obh\u00e1j\u00ed Bernal, nebo ho udol\u00e1 potlu\u010den\u00fd Rogli\u010d?<\/span><\/h3>\n <\/a>\n <\/div>\n <\/article>\n<\/div>\n

Dodnes si reklamn\u00ed karavana u\u017e\u00edv\u00e1 velkou oblibu a jsou div\u00e1ci, kte\u0159\u00ed ji mo\u017en\u00e1 v\u00edc ne\u017e z\u00e1vod samotn\u00fd (pron\u00e1)sleduj\u00ed i n\u011bkolik dn\u016f. Loni ale organiz\u00e1to\u0159i zredukovali po\u010det voz\u016f na 160, kter\u00e9 i tak byly rozta\u017een\u00e9 do d\u00e9lky 11 kilometr\u016f. Karavanu vozidel p\u0159edstavuje 31 zna\u010dek \u010di instituc\u00ed. Obsluhuje ji 600 osob, kter\u00e9 mezi div\u00e1ky chrl\u00ed to, na co v\u0161ichni \u010dekaj\u00ed \u2013 reklamn\u00ed p\u0159edm\u011bty a d\u00e1re\u010dky v\u0161ech druh\u016f. Loni se jich rozdalo na 15 milion\u016f kus\u016f.<\/p>\n","protected":false},"excerpt":{"rendered":"

Nikdo to nikdy p\u0159esn\u011b nespo\u010d\u00edtal, proto\u017ee to prost\u011b nejde. Ale odhaduje se, \u017ee pod\u00e9l silnic Tour de France se ka\u017ed\u00fd […]<\/p>\n","protected":false},"author":137,"featured_media":9500,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,243],"tags":[126,1105,23,1104],"global-categories":[411],"class_list":["post-9460","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-silnicni-cyklistika","category-welovecycling-com-cs-tdf","tag-cyklistika","tag-reklamni-karavana","tag-tour-de-france","tag-tour-de-france-1930","global-categories-cycling"],"yoast_head":"\nTour de France: V\u00e1noce v \u010dervenci, aneb reklamn\u00ed karavana startuje (1930) | \u0160koda We Love Cycling - \u010cesk\u00e1 republika<\/title>\n<meta name=\"description\" content=\"Nikdo to nikdy p\u0159esn\u011b nespo\u010d\u00edtal, proto\u017ee to prost\u011b nejde. 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