camí de cavalls 360º
Camí de Cavalls 360º is the tour around Menorca in stages through the GR 223 footpath, an ancient path of 185 km long which surrounds accurately the Menorcan coast. It is done in self-guided format and three possible ways: Hiking, Trail Running and MTB.
After the pandemic, Menorca and Camí de Cavalls 360º sought to revitalize and diversify the island’s tourism by promoting active tourism all year-round, not only in summer. We were tasked with highlighting the mountain biking segment of this initiative.
tags
location scouting, permitting coordination, casting, production management, creative direction, video production, photo production, editorial production, PR and media relations, influencer marketing
The primary challenge was navigating the technical Camí de Cavalls trail to capture high-quality content. Given its inaccessibility, our media team used e-bikes to follow and film the riders, ensuring complete coverage. Our team of skilled filmmakers and photographers, who are also avid cyclists, enabled efficient and cost-effective content creation.
We chose three former trials riders and one currently in the top 10 of the UCI Trials World Ranking, Pol Tarrés, to demonstrate the trail’s technical yet achievable and enjoyable nature. Their expertise allowed us to capture compelling footage that showcases the trail’s challenges and scenic beauty.
The campaign highlighted Menorca’s varied landscapes, demonstrating that the island’s diverse terrains offer unique experiences. From flat, sandy trails with turquoise waters in the south to rocky, steep climbs in the north, the Camí de Cavalls trail presents riders with a multitude of picturesque environments, including the lunar-like Favàritx Lighthouse and Mars-like Cala Pregonda that you wouldn’t think its possible in a less than 50km long island.
watch the video
The project was thought to deliver an authentic and organic feel, capturing the essence of a mountain biking vacation among friends on the island. The video will highlight this natural companionship and adventure, portraying a genuine experience.
Pol’s TikTok saw viral success with clips reaching over 630k views and 18k likes, and a total of 1,400 hours of content watched
media coverage
The campaign received widespread attention, featured on Pinkbike, Solobici, and in a 10-page report in Bike Action Magazine‘s November 2020 issue, further solidifying the campaign’s success and broad reach.
