In the highly regulated world of the Tour de France Caravan, where nearly 12 million spectators gather each summer along the roadsides, the battle for attention is waged with gadgets, visual animations, and massive distributions. For its second participation, Beauval chooses a different approach: the realm of sound.
With #BruitsDeBeauval, the institution goes beyond just animating its presence, it narrates it. The concept is based on a simple and accessible mechanism: inviting the public to replicate the cry of their favorite animal among the 800 species hosted by the park, and then share their performance on social media or through a dedicated platform. As a result, participants can integrate the official sound track broadcasted throughout the Tour route.
The operation follows a specific schedule, with an open participation phase until May 3, before a final reveal on June 26, just a few days before the grand departure. This controlled temporality allows for the gradual installation of the campaign, generating engagement, and capitalizing on the eventful approach of the Tour.
A cross-audience activation
Beyond its playful aspect, the activation is based on a particularly solid marketing structure. Three distinct juries are involved: the park’s caretakers, ensuring the authenticity of the sounds; the general public, called to vote; and a panel of personalities combining scientific expertise, media visibility, and popular culture. Among them are the popularizers Mac Lesggy, Sandrine Arcizet, the actor and sound effects artist Donald Reignoux, and Chris Marques.
This hybrid approach allows Beauval to intersect audiences and increase points of contact while enhancing the credibility of the operation. The goal is not just participation but also to value engagement, giving it both an expert and media dimension.
The final production, entrusted to French Fuse, further solidifies this logic. Known for viral formats and quirky musical creations, the duo brings an artistic dimension that transcends mere promotional boundaries. The sound track becomes a fully-fledged content, designed to live beyond the Caravan.
The sound, a new expression territory
Implicitly, the operation reveals a broader evolution in activation strategies. Faced with visual saturation and the standardization of devices, brands now seek to invest in other sensory registers. Sound, long relegated to the background, once again becomes a differentiating lever.
By choosing a universally relatable territory like animal noises, Beauval reaches a wide, intergenerational audience while remaining true to its DNA. The activation also extends its educational mission by raising awareness about biodiversity richness and preservation, without delving into institutional discourse.
With over 2 million visitors in 2025 and more than 35,000 animals, the park already enjoys strong recognition. But in the context of the Tour, where every brand strives to exist for a few seconds, it is no longer just about being present: it’s about leaving a lasting impression.
Transforming the Caravan into media
Fundamentally, Beauval reminds us that the Tour de France Caravan is no longer limited to distributing goodies along the roadsides. Properly utilized, it can become a true expression platform, connecting the field, social networks, and content.
With #BruitsDeBeauval, the brand not only seeks a few seconds of visibility: it crafts a story that begins online, continues during the event, and persists afterward. The public’s participation is not just a pretext; it becomes the core of the operation.
Inviting winners to the ZooParc de Beauval is in alignment with this approach. It is more than just a reward; it’s a way to create a tangible connection, to give continuity to the experience. And, in the process, to transform a momentary interaction into a lasting memory.
To register and mimic the monkey’s cry or the lion’s roar, click here: [link to the registration page]
