Visit Flanders aimed to strengthen its positioning as a leading cycling destination, moving beyond traditional promotion to connect with real cyclists through direct experience. The challenge was to transform the territory into an authentic, lived experience capable of generating organic advocacy within specialist cycling communities.
We conceptualised and produced an activation that brought together tourism and sport by collaborating with different cycling communities. We designed an immersive on-site experience combining iconic routes, cultural storytelling and community-based activations, creating meaningful connections between the destination and riders while generating authentic content.
The result was a high emotional-impact experience with strong advocacy potential, reinforcing Flanders’ identity as a cycling epicentre and turning participants into natural ambassadors for the destination.
If you are an athlete, partner or want to be part of our team, don’t hesitate to contact us:
info@lymbus.com
