Eugene Burns was leader of the creative team that helped Prudential take ‘the man from the Pru’ into professional cycling through the branding and sponsorship of the Prutour cycle race.
Logo, brand positioning and all the on and off-line material needed to stage and promote a national sporting event were designed and managed by Eugene’s team. As a fluent French speaker Eugene even went with the Prudential marketing team to the Tour de France in Paris to observe best practice and meet with Le Tour’s marketing experts. Here you see some examples of a promotional brochure/folder and the brand elements of the Prutour race, including logo and livery.
