Lloyds Tour of Britain: Fan Zone
Client: Lloyds on behalf of Fuse Agency
Event: Tour of Britain
Activation: Lloyds Fan Zone
Location: Blackpool & Lincoln Castle
The Brief Lloyds partnered with Fuse Agency to bring its Tour of Britain partnership to life through a memorable fan experience across two stops of the race.
The brief was to create a bold and welcoming Lloyds Fan Zone that would give fans and families a place to stop, explore and get involved, while bringing the Lloyds and Tour of Britain brands together within a distinctive sports event activation.
The activation needed to work across two very different locations, with the first stop in Blackpool before moving to Lincoln Castle less than two weeks later.
The Process Working in partnership with Fuse Agency, our team designed and delivered the Lloyds Tour of Britain Fan Zone using a combination of AirClad structures, a vintage Airstream trailer, premium walling, outdoor seating and branded elements.
Our XPO10 AirClad structure formed the entrance to the Fan Zone, incorporating a Tour of Britain route map and photo opportunity to encourage fan engagement.
An XPO6 provided the dedicated Lloyds Recycling Centre, where fans could bring their bikes to be assessed and repaired by professionals. Our XPO4 created the Lloyds Kids Zone, giving younger visitors an area to get involved while parents explored the wider activation.
The wider experience included a range of interactive and family-friendly elements, including the Lloyds Kids Zone, Lloyds Recycling Centre, Community Café and Tour of Britain route information.
Our production and installation team delivered the entire Fan Zone in a matter of hours. Allowing the experience to be built, packed down and redeployed between locations within the tight turnaround required.
The Results The Lloyds Tour of Britain Fan Zone successfully travelled across two Tour of Britain stops, creating a strong branded presence in both Blackpool and Lincoln.
The combination of striking AirClad structures, interactive experiences and family-friendly activities gave fans a reason to stop, engage with Lloyds and enjoy the Tour of Britain experience beyond the race itself.
With each build completed within a matter of hours, the activation demonstrated the flexibility and efficiency of AirClad for touring brand experiences and sports events, as well as the expertise of our production and installation teams.
The project is a strong example of how brand, agency and event production teams can work together to deliver an engaging sports fan experience across multiple locations.
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