Working with Slovenia to promote cycling in the destination and celebrate the country's award-winning cycling superstars

The Brief

AM+A were contracted to raise awareness of Slovenia as a leading cycling destination while working closely with the country’s world-famous Tour de France winning cyclist Tadej Pogacar and Slovenian cycling legend Primoz Roglic.

Our Solution

  • Cycling webinar with Slovenian ambassador - Organise an online media conference for leading UK and European cycling and sports press with Slovenian cycling legend Primoz Roglic
  • Creation of new cycling hub for Slovenia website - Provide the content for a new cycling-based hub on the website to be used as key source of information throughout Tour de France 2021
  • PR Newswire distribution regarding the new cycling webpage - distributed ten days before the start of Tour de France 2021
  • Roglic vs Pogacar promotional video - In the lead up to Tour de France 2021, we devised a ‘Roglic vs Pogacar’ promotional video that would see the cyclists go head-to-head and test their knowledge of their home country
  • Award entries - AM+A created award entries based around the Slovenian Tourist Board’s activity during Tour de France 2020
  • Press office campaign - Pitch key cycling-related content and news about Slovenia’s new cycling routes to database of key UK travel media

What They Said

The AM+A team have been instrumental in promoting Slovenian tourism businesses and maintaining brand position for the destination during the pandemic through an engaging webinar and online press conference campaign. By focusing on specific tourism sectors and target audiences, AM+A’s online events have regularly exceeded KPIs and secured attendance from hundreds of leading journalists and influencers while generating tens of thousands of views through Facebook Live streams. As well as generating national coverage in publications including The Times, The Independent and BBC Travel, these events have played a vital role in maintaining Slovenia’s position as one of Europe’s leading tourism destinations for 2021 and beyond.
Aleksandra Lipej, Slovenian Tourist Board

The Results

  • Slovenia cycling webinar attended by 40+ leading travel and cycling publications including The Guardian, The Times, The Daily Telegraph, Conde Nast, Rouleur, The Sun, Cyclist magazine and Cycling Europe
  • Online event directly led to coverage in publications such as Cyclist, Cycling News and The Times
  • Webinar was also streamed live on the I Feel Slovenia Facebook page and has been viewed over 12,000 times to date
  • Slovenia’s efforts during Tour de France 2020 were awarded Gold at the Golden City Gate awards
  • The Roglic vs Pogacar ‘Ultimate Slovenian Quiz Challenge’ video has been viewed over 58,000 times across Facebook and YouTube
  • New webpage used as the main hub for all cycling-based destination information on the official Slovenian Tourist Board website

Skills & Services Delivered

- Destination representation

- Creative campaigns

- Press trip management

- Press office services

- Content creation

- Digital marketing

- Celebrity engagement

- Copywriting

- Third party collaborations

Recent Work