The challenge of snow is an omnipresent topic for the entire tourism industry. This is one of the reasons why many regions are increasing their focus on spring/summer tourism while using existing infrastructure for biking. As a marketing and communication agency specializing in cycling, we are well-versed in the topic. RASOULUTION already supports many tourist regions and their bike parks on their plans for communications, partnerships, and events.
If tourism is limited to a few months a year, this brings considerable financial challenges for the region, local businesses, and its employees. This challenge is coming to a head for many: There is often little growth potential in winter regions. In the summer, there is a lot of potential. In addition to the economic aspect, winter tourism is often increasingly questionable regarding sustainability. Snow machines are being used more frequently and require a lot of energy. Snow-making machines are just one example of sustainability challenges.
Therefore, it is unsurprising that more regions are strengthening summer tourism. For many, a great summer activity like biking makes excellent sense.
These are our 5 tips on PR for tourism regions to attract bikers:
#1. Be and stay relevant
What does your region offer that is worthwhile to show off? For example, do you have bike trails, a bike park, infrastructure, or specific nature that bikers will appreciate?
The only way to stay at the top of the public’s mind is to remain a relevant force for as long as possible. So keep up with trends, and experiment with different offers and communication activities.
People (and, therefore, media) will only talk about you if you are doing things worth talking about, so keep your ear to the ground and create buzz as often as possible.
Three examples:
• Lenzerheide becomes “Bike Kingdom” or, let’s say, a brand: The Swiss holiday region repositioned its entire mountain bike communication in 2019. With the creation of “Bike Kingdom,” the topic of mountain biking is given size and importance. This creates a platform that positions Lenzerheide as the MTB destination for excellence in the Alpine region.
• Saalfelden Leogang is the MTB paradise: The region of Saalfelden Leogang Touristik GmbH, with its Bikepark Leogang, is a pioneer in MTB in Europe and has created a stronghold. They have hosted the UCI World Championships twice and will host the UCI MTB WO again in 2028.
• Serfaus-Fiss-Ladis focuses on families: The Austrian region Tourismusverband Serfaus-Fiss-Ladis focuses on families and constantly expands its bike program. Examples are special offers for families, children’s entertainment, bike school, and camps.
#2. Know your target group
If your target group is everyone, you will be wasting your budget. The magic word is “focus” when defining and knowing your target audience(s). If you have clarity, you can align your communication, and your customers will feel addressed. Our experience in consulting can support you in this step.
Two examples:
• Lines, Shred, Drop, Flow – These are words used by the target group “Freeriders,” You should, therefore, also use them in your communication.
• On the other hand, Families are interested in different topics. Family-friendly regions that value safety are essential to them, and they are usually more price-sensitive. Families are unlikely to be attracted by a picture of a daredevil descent.
Related questions are:
• Who is my target group? Narrow down age, place of residence, interests, income, etc.
• What is important to them?
• Do they have “pain points”?
#3. Storytelling! Storytelling! Storytelling!
An article in a well-known medium does not require a huge budget, but being featured in the public eye is not worth much unless you have a good story. So the challenge is to find an angle or teaser that interests the public.
How do you do this? First, put yourself in the shoes of someone who has never heard of your region. Then, what title or topic would make that person want to learn more?
Let’s take this blog post as an example. Since you have read this far, you must have originally been interested in something about the title. We mainly want to provide added value for employees in tourism regions that could become our partners.
#4. An image can sell a story
Unfortunately, we see this one often: the offer is right, the media release is excellent, but pictures are skimped on, and then people wonder why the media coverage is poor.
We often tell our clients that high-quality, eye-catching imagery is key (great sceneries, blue skies, mountains, and bright colors). When creating an up-to-date content pool, it is also important to have various people in pictures: genders, ages, family orientations etc.
Additionally, pictures are one thing. But we all know video content is vital.
Two great video content examples:
• The Legend of Tommy G: for the Lenzerheide Marketing und Support AGand their Lenzerheide Bike Kingdom launch https://www.youtube.com/watch?v=0RoQPTrGGXo
• Jackson Goldstone: Day out with Dad: riding in Serfaus https://youtu.be/8ulQX0tFVDQ
#5. It takes time
A strong network in the media landscape takes time and is built step by step. It often takes several attempts and conversations until media coverage gets proper traction.
However, this tip isn’t meant to encourage you to wait and see but to emphasize that media work involves a lot of effort and a flexible mindset. We are used to long-term work with our clients and have established excellent relationships with the best journalists and digital influencers in the bike scene.
Would you like to know more about RASOULUTION and how we can support you? Then scroll further through our website or contact us at contact@rasoulution.com.
