Grand Prix Strategies Du Sport 2017
All Aboard for the Games
We rode with the RATP from beginning to end of Paris’s successful bid to host the 2024 Olympic and Paralympic Games. When the city won, we helped celebrate by turning the Hôtel de Ville metro station into an Olympic stadium called “Ville Hôte” (Host City).
The transport operator had been a natural partner in Paris’s candidacy for the Games, since urban transport is key to any successful bid. Carrying 12 million commuters in and around Paris per day, the RATP holds the same values around collectivity as sports events.
It wanted to take advantage of this partnership to bring together commuters, Ile de France residents and staff, showing the Olympic Committee that Parisians were enthusiastic and united around the goal of hosting the Games. So we made connected exercise bikes available to the public in five metro stations. Each had a digital counter that showed the number of kilometres a worker or commuter travelled.
This setup gave us two ways of calculating people’s commitment to the Olympic bid: in person, by measuring the number of kilometres they pedalled, and digitally, using the hashtag #tousathlètesdelaville (all athletes of the city).
The operation underscored the RATP’s know-how as a transporter of people, its ability to unite them around a common project, and its values of community and sportsmanship. And it reinforced the idea that Paris is a winner.