Being one of Europe’s leading mountain bike destinations, Swiss Alpine resort Lenzerheide has everything mountain bikers could ever imagine. Bike Kingdom encompasses two bike parks, offers nearly 900 kilometers of single trails and knows how to impress with outstanding events like UCI Mountain Bike World Cups as well as the 2018 UCI Mountain Bike World Championships. At RASOULUTION we are proud to be part of this project as partner for PR and communication.
With the Lenzerheide bike park celebrating its 10th anniversary this year, we are glad to take a detailed look back at our successful cooperation with Bike Kingdom. Our shared path began six years ago with the UCI Mountain Bike World Cup 2016 for which RASOULUTION was led communication and media relations. Our work consisted of pre and post event media relations covering announcements, story placements and race reports. Onsite during the event, our duties included maintaining the mixed zone and press office, journalist relations and production of content for social media.
Since the reintroduction of Lenzerheide as Bike Kingdom in 2020, RASOULUTION has also been tasked with classic PR and media activation for the destination itself next to the still ongoing world cup PR. With the Bike Kingdom launch video “The Legend of Tommy G” starring Belgian rider Thomas Genon, the synergies from the different RASOULUTION units, PR and ATHLETES, led to a huge success of this Anthill Films production and created awareness all around the globe for the newly proclaimed Bike Kingdom. During this first year of the Bike Kingdom, our focus was to raise awareness in quantitative means, while of course pointing out the features and characteristics that give the Swiss destination its unique identity, like the Bike Kingdom App, as well as their efforts to separate mountain biker riders and hikers and, last but not least, its vast amount of trails for mountain biking.
In 2021, the second year of our extended cooperation, Tommy G handed the torch over to another champion of the sport: Local hero and Cross-Country legend Nino Schurter became the new ambassador of the Bike Kingdom and our strategy shifted from raising awareness towards a more qualitative approach within their key market, Germany. We were focused on the organization of press trips, placement of stories, media collaborations and interviews in order to give journalists and their audiences an even clearer picture of what makes Bike Kingdom the mountain bike destination. Last season, we also reached out to the non-endemic outlets to communicate with audiences who might not know yet how great mountain biking actually is – especially in Lenzerheide of course, and can not wait to pursue those efforts in 2022!
Header picture: Nathan Hughes
