Cases
Seefeld: 360-degree concept for new tourism product
THE CHALLANGE
The repositioning of the Olympiaregion Seefeld as the “Seefeld Region – Tyrol’s High Plateau” in the early summer of 2022 presented us with a major challenge: Our task was to bring to life the topographical features of a high plateau in comparison to the typical Tyrolean valley landscapes and to develop a clear USP for this region.
THE IDEA
Positioning of the Seefeld Region as Tyrol’s first gravel bike destination
Gravel biking is the latest trend in the cycling world – the target group is huge. With narrow tread tyres and special geometry, gravel bikes combine the best of both worlds: The off-road ability of mountain bikes and the high speed of road bikes. So it’s no wonder that the new high-tech bikes have taken Germany by storm. However, (e-)mountain bikers and road bikers are still pedalling up the mountains in the Alps. The reason is obvious: while gravel bikes are great for touring on flat terrain and in low mountain ranges, the Alps are usually characterised by steep climbs or long valleys that end in a dead end.
The Seefeld area, however, is different: thanks to its elevated terrain and extensive network of gravel tracks, it is the ideal place to take the hybrid bike from the plains to the mountains and become the first gravel bike resort in the Alps.
THE REALISATION
360° PR approach: linking content production and communication for owned, paid and earned channels:
- Press releases to reposition and announce the first alpine gravel bike destination based on the topographical features.
- Storytelling photo shoot as part of individual research by BIKE BILD
- Group press trip with photographers
- Video production in cooperation with influencer and bike YouTuber Marius Quast
- Content PR based on the storytelling image series that was produced
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