December 28, 2011: For the 20th consecutive year Total has been the official partner of the Dakar that will take place between January, 1st and January, 15th 2012 in South America.
On the roads of this 34th Dakar, the Group will be supplying in fuels and lubricants the whole fleet of the Dakar organizers, a fleet which is both on the ground and in the air. To achieve that, the Group will set up refueling spots in the desert and on the airports of the regions where the race takes place. It will also pilot the logistics in partnership with local service stations on the 9.000 km itinerary in Argentina, Chile and Peru.
In addition to the title of official partner, Total is backing this time again the cars of the Dessoude team, and has signed a partnership with BMW X-Raid, whose “MINI” cars will carry the Group logo; such as, for the first time, the ones of Chinese constructor Great Wall Motors.
This event represents an exceptional lever to develop the image of the Group that has been in South America for more than 25 years. This year, the 2012 Dakar campaign held by the subsidiaries, under the leadership of the Marketing Development Department and of its media buying agency, is focused on the products.
Total lubricants are sold in all subsidiaries of the regions and the Dakar is an amazing chance to promote them. TV spots are broadcasted in eight Spanish-speaking countries of the continent. The media planning also includes a sponsoring system on South American cable channels and digital operations on the Internet.
Moreover, the 2012 edition marks the entrance of Peru in the race itinerary. A chance for Total, which is creating the subsidiary Total Peru in January 2012 and will benefit from the passion for the Dakar to make people interested in the brand, still unknown in the country.
The subsidiaries also organize promotion campaigns for products and events to give clients and partners the possibility to watch the race.
In moto, Total is once more with its Elf brand the partner of David Casteu ,who will ride this year a Yamaha, and of the Moto Team with pilots Laurent Lazard, Pablo Busin and Eduardo Alan.
The media coverage will be spread to the entire continent since TV spots will be broadcasted by channel TyC Sports as far as to the United States. Let’s the race begin!
More informations on the website Total Competition