Flanders bike touring
Flanders is a cyclist’s dream destination. Recreational cyclists can traverse rolling landscapes, historic art cities, and picturesque surroundings. The challenging hills, cobbled streets, and rich cycling culture appeal to those with a Flandrien spirit. Recognizing its appeal, Visit Flanders approached us to promote this mythical cycling region
tags
casting, creative direction, video production, photo production, editorial production, PR and media relations, influencer marketing
Visit Flanders provided the program for the campaign, and we were responsible for selecting talents and executing the plan. The four-day itinerary featured rides through famous cobbled walls and iconic buildings. Given the budget constraints, we assembled a small but efficient team expert at creating content while cycling. Pol Tarrés, along with Laura Martí and Marie Detouche, led the campaign.
The campaign highlighted Flanders’ offerings for cyclists, incorporating several culinary and cultural experiences to enjoy during and after the rides.
social media posts
The team shared their experiences across the main social platforms amongst the cyclists, including Instagram, TikTok, Strava, Komoot, and YouTube, ensuring a complete online social media campaign.
Social networks like Komoot and Strava help the campaign not only increasing visibility but also providing credibility, detailed routes and recommendations that enhance the interest and engagement with the destination.
Komoot is a popular route planning and navigation app for outdoor activities. It allows users to discover and create detailed routes and also features user-generated content, including photos, tips, and highlights, helping outdoor enthusiasts explore and enjoy new areas.
Strava is a popular social network for athletes, enabling users to follow friends, give kudos, and comment on each other’s activities, fostering a community of fitness enthusiasts and Laura, Marie and Pol shared the trip through Flanders within their communities
print and online media coverage
Bike Action Magazine featured the Flanders trip on the cover of their October 2022 issue, accompanied by an eleven-page report. Additionally, Maillot Mag, an online Spanish magazine, showcased the campaign on the cover of their December 2022 issue, with an in-depth report inside
The campaign successfully showcased the attractions of Flanders for cyclists, effectively reaching the targeted audience through strategic content creation and diverse social media coverage. Even the budget was limited we were able to feature it in one print and one digital media
«Flandes en bici» website
