The participation of Team Enjoy Abruzzo in the GiroE!, an e-bike experience organized by RCS Sport and held alongside the Giro d’Italia, marked a significant promotional milestone for the Abruzzo region. This unique event provided an extraordinary platform for showcasing Abruzzo as a prime cycling destination.
In this case study, we collaborated as the press office by creating a comprehensive communication strategy that included:
- 1 Press Release before the start of the event
- 1 Press Release at the end of the tour
- Engaging content creation through storytelling that highlighted not only the stages and team performances but also the regions, villages, cultural landmarks, and beautiful sites across the country.
Event Overview
The GiroE! spanned 1,165 km with an elevation gain of 19,850 m, averaging 60 km per stage. The event culminated in Rome, where the team rode a celebratory circuit around the Colosseum before the arrival of professional cyclists. Despite being newcomers, Team Enjoy Abruzzo secured second place in the overall standings, a remarkable achievement that greatly enhanced the visibility of Abruzzo.
Key Achievements
- Sporting Success:
- Team Enjoy Abruzzo’s captain, Alessandra Fior, a seasoned athlete and triathlete and an AIRC Ambassador, wore the prestigious blue jersey, the second most important jersey in the GiroE!. The team’s podium finish, a culmination of their hard work and dedication, against the iconic backdrop of the Colosseum was a testament to their unexpected and outstanding performance.
- Promotional Activities:
- Throughout the 20 stages, the team distributed promotional materials, including brochures, gadgets, and cycling maps of Abruzzo, at every stop. This grassroots marketing strategy was implemented within the team’s hospitality area, the paddock, and the Fun Village, reaching potential tourists directly.
- Innovative Marketing and Communication:
- The innovative approach of promoting the region through an immersive sports event allowed for a direct connection with cycling enthusiasts. The message was clear: Abruzzo is an ideal destination for cycling tourism, offering diverse landscapes from mountains to coastlines and pristine nature reserves.
- We’ve crafted a captivating narrative of each stage, capturing not just the team’s performance but also the charm of the regions, the character of the villages, and the beauty of the cultural landmarks we encountered across the country.
Strategic Partnerships
The participation was spearheaded by the President of the Abruzzo Region, Marco Marsilio. The team used high-performance Bianchi bikes, each named after prominent Abruzzo cyclists who made their mark in the Giro d’Italia. This homage included legends such as Alessandro Fantini, Vito Taccone, Palmiro Masciarelli, and others, further anchoring the region’s rich cycling heritage.
Operational Support
Team Enjoy Abruzzo’s success was supported by Team Managers Maurizio Formichetti and Claudio Di Dionisio, along with technical and logistical assistance from the local tour operator Bikelife/Isytravel.
Conclusion
Team Enjoy Abruzzo’s participation in the GiroE! not only highlighted the sporting capabilities of the region but also showcased Abruzzo as a premier destination for cycling tourism. The innovative and direct marketing approach, combined with strategic partnerships and effective management, ensured that Abruzzo gained significant exposure and interest from potential visitors. This case study exemplifies how sports events can be leveraged to promote regional tourism effectively.
As a result of this project, our press office has successfully secured publications in the following media outlets:
MEDIA TRADE:
- L’Agenzia di Viaggi
- Travel Quotidiano
- Turismo & Attualità
- Travenostop
LIFESTYLE & PRESS:
- La Gazzetta.it
- Bell’Italia
- Corriere della Sera
- Il Messaggero
- OK Siena
- Turismo del Gusto
- Infomedia News
- News Town
- Today.it
TV:
- RAI News
- Euronews
OUTDOOR TOURISM:
- Cycling Notes
- Cycling Insides
- Tuttobici Web
- 4Action Sports
INTERNATIONAL:
- Italie.nl
If you liked this case study and are interested in a collaboration, feel free to contact me at: direccion@rymideasfactory.com. Let’s create something amazing together!