Trek is to run an advertising and PR campaign, current July 3rd to August 14tth.
The "ultimate ride with Lance promotion will be carried in Trek stockists throughout Europe.
During the Tour de France, the comp will be promoted on Eurosport in 500+ TV spots which will run throughout the 23 days of the Tour de France in live broadcasts and in highlight shows.
PLUS: see this press release about the Tour of Hope:
Bristol-Myers Squibb Tour of Hope(TM) Announces 20 Cancer Survivors, Loved Ones and Experts to Join Lance Armstrong in Raising Awareness of Cancer Clinical Trials
2004 Tour of Hope Team to Relay Across Country in Eight Days, Sharing Cancer Experiences Along Way
NEW YORK, June 1 /PRNewswire/ -- Twenty cyclists have been selected by cancer community leaders to join cancer survivor and five-time Tour de France champion Lance Armstrong in the Bristol-Myers Squibb Tour of Hope(TM). Almost 1,200 people applied to bike across mountains and over plains around the clock -- relaying nearly 3,500 miles from LA to DC -- to inspire and inform the public about the importance of cancer clinical trials. In addition to being avid cyclists, the Bristol-Myers Squibb Tour of Hope(TM) Team members share a passion for cancer clinical trials through their personal and professional experiences with the disease.
Among the extraordinary Team members are cancer researchers, nurses and physicians, caregivers and, like Lance, cancer survivors. Representing 18 states, these men and women come from all walks of life. In addition to oncology nurses and physicians, Team members include a firefighter, an architect, a retired Air Force colonel, a veterinarian, and two teachers.
"Bristol-Myers Squibb is proud to team up with Lance Armstrong and these 20 courageous individuals who together will help raise awareness about the importance of cancer clinical trials through the Tour of Hope," said Peter R. Dolan, chairman and chief executive officer, Bristol-Myers Squibb Company. "As the Tour of Hope team cycles across the country, they will encourage people to talk to their physicians about cancer research, which is essential to identifying new therapies, advancing treatments, and ultimately finding a cure for the disease."
The Team will depart Los Angeles on Friday, Oct. 1, and will be joined by Lance Armstrong at points along the way before being welcomed in Washington, DC, Saturday, Oct. 9. Throughout their journey, the Team will stop at cancer centers to encourage people to sign the Cancer Promise -- a personal commitment to learn more about cancer and the benefit of cancer clinical trials. The public also will be invited to show support for the Team at various points along the route, as the riders travel across California, Nevada, Colorado, Kansas, Nebraska, Iowa, Wisconsin, Illinois, Ohio, Michigan, Pennsylvania, Maryland and Washington, DC.
"I consider myself a cancer survivor because of the people before me who participated in clinical trials and paved the way for future cancer survivors," said Lance Armstrong, who -- more than seven years after being diagnosed with advanced cancer -- is going for his sixth consecutive Tour de France title this July. "The Tour of Hope Team members are incredible and each of them is an inspiration to me. Together we will spread the message that without clinical trials, no new medicines would be available today, or will be available for patients in the future."