Madeira 360
Madeira, an island in the Atlantic Ocean, is renowned for its breathtaking landscapes, lush vegetation, and mild climate. Known for its mountainous terrain and scenic hiking trails, it is a popular destination for outdoor activities. Our goal was to elevate the visibility of cycling in Madeira
tags
route planning, location scouting, permitting coordination, casting, production management, concept development, creative direction, video production, photo production, editorial production, post-production, PR and media relations, influencer marketing
background
Madeira boasts a vibrant enduro/downhill scene with extensive services, trails, and areas for mountain biking. However, the road cycling scene is less developed. Our aim was to highlight the island’s potential for road cyclists, particularly those seeking a challenging and rewarding experience. The island’s spectacular roads and significant elevation changes make it ideal for training camps and endurance rides
We designed a four-day cycling experience, «Madeira 360,» covering 297km and 8,530m of elevation gain. Starting and ending in Funchal, the route followed coastal secondary roads and ventured into the island’s interior, showcasing Madeira’s diverse terrains, landscapes, and climates
the campaign
Over four days, the influencers posted 137 pieces of content on Instagram and TikTok, with three posts on Pol’s TikTok going viral. The campaign reached over 1.8 million users, garnered more than 2 million views, 165k likes, and accumulated 14,083 hours of viewed content, with a total repercussion value of 49k euros.
media coverage
Bike Action magazine featured the route in a nine-page article in November 2021
SportLife magazine included a five-page article in their last year issue
Maillot mag also featured the adventure in their issue nº 30 of October 2021 with a cover and an inside article
also Pinkbike
We did a extra works for Fizik, Gobik, and Rotor to produce additional content. Fizik shared the adventure and product photos of the Tempo Argo R1 seat and Tempo Overcurve R4 shoes. Gobik needed a story for their website and social media content. Rotor requested a video capsule and action photos of their new Aldhu Carbon Cranks.
Our strategic approach and collaboration with influential brands and media outlets ensured a broad and impactful reach, highlighting Madeira’s unique appeal to cyclists all over the world. Therefore the Madeira 360 campaign effectively highlighted Madeira’s potential as a top-tier cycling destination through a cohesive and visually appealing strategy.
These collaborations enhanced the campaign’s credibility and reach, involving respected industry brands. The print media coverage + the brands posts in their social networks and websites boosted the campaign’s potential reach to over 10 million users and a total repercussion value exceeding 66k euros.
