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Hincapie featured in marketing program |
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 George Hincapie, the defending champion of the Tour of Missouri, will lend his image and likeness for the 2008 marketing campaign, organizers announced.
Hincapie, a team member on a record eight Tour de France wins, will appear on the official poster (see above), rack card, event guide, and map guide for the race, as well as in television and web advertising. It marks the first integrated promotional program using an athlete since the 1996 Tour DuPont, which used Lance Armstrong, then an up and coming star of the sport.
"It's not everyday you have a superstar of the sport win your race," said the Tour's marketing director Steve Brunner. "We thought this would be a great way to feature George and bring attention to the race. He and his team were excited about the ideas on how we plan to use him."
The official poster and rack card featuring Hincapie were unveiled at a press conference in St. Louis.
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