8 islands cycling challenge
Turismo de Islas Canarias sought to develop a product tailored for performance focused cyclists. The product must include all the islands of the archipelago, providing riders with the opportunity to experience the breathtaking landscapes, diverse and abrupt terrains, and ideal weather conditions to show that the Canary Islands is the perfect destination for road bike training
client
Turismo de Islas Canarias
year
2023
tags
route planning, permitting coordination, casting, production management, creative direction, video production, photo production, editorial production, post-production, PR and media relations, influencer marketing
With that in mind we designed a challenge, we created the 8 Islands Cycling Challenge, a demanding 900km journey with over 22,000 meters of elevation gain, spread over 8 days. Each day featured one of the Canary Islands, with routes meticulously planned to highlight the best cycling locations and iconic landmarks.
Coordinating ferry schedules to transition between islands added to the complexity. Although La Graciosa, the smallest island, don’t have paved roads, its virgin nature and paradisiacal beaches made it the perfect recovery spot after the long ride.
For this ambitious project, we selected elite cyclists Lina Bo and Pol Tarrés, who embraced the challenge with enthusiasm and motivation. They documented their journey on their social newtworks during the challenge. Our media team, Santi Avila and Edu Bastus, captured the challenge in both video and photo formats, ensuring they didn’t miss anything.
After 8 demanding days and 44 hours of riding, Lina and Pol successfully completed the challenge, culminating in a well-deserved swim at Caleta del Sebo’s beach in La Graciosa.
Throughout the challenge, Lina and Pol generated 294 pieces of content, from Instagram stories to Strava posts, reaching over 540,000 people. Prominent cycling brands such as Pinarello and Campagnolo, with which Lina and Pol collaborate, also highlighted the 8 Islands Cycling Challenge within their community.
Post-challenge, we produced a blog, a cinematic 2-minute video, and several stunning photographs. Renowed cycling magazines like Rouleur, Volata, Ziklo, and Maillot Mag, as well as major Spanish newspapers such as SPORT and La Vanguardia, featured the challenge.
Additionally, Lina and Pol were interviewed by a couple radio stations, Rac 1 and Onda Cero and they invited to the Catalonian podcast “l’Etapa Reina” to talk about the challenge.
cinematic 2 minute video
The campaign received widespread acclaim from the media, significantly impacting the cycling community. Overall, the campaign reached a potential audience of over 5.6 million people. Here are some of the mass media posts:
total outlets: 364 | potential impressions: 5.2M
Rouleur Magazine
Issue nº 124
(February 2024)
14 pages
Volata Magazine
Issue nº 41
(March 2024)
14 pages
ZIKLO Magazine
Issue nº 47
(November 2023)
13 pages
Turismo de Islas Canarias has featured the 8 Islands Cycling Challenge on their website as a product aimed at high-performance cyclists who travel to train. The website showcases the routes we created, along with the photos and video we produced.
