Tenerife is allied with the specialized German company Rose Bike to present its new bicycle with the images of the prototype tests carried out on the Island in the background. The promotional campaign will reach more than 20 million people in Germany. The insular vice-president and councilor for the sector, Lope Afonso, appreciates the consolidation of the destination as a setting for audiovisual productions.
The world presentation of the new Rose Bike model, the XLITE UNLTD Classified Kittel Edition –the name of the evolution of the Xlite and limited edition–, has Tenerife as the background. The bike was tested between June 9 and 11 on the island roads by fourteen-time Tour de France stage winner Marcel Kittel. He toured different enclaves on the Island where the German athlete was filmed and photographed with the aim of starring in the brand’s new campaign.
Lope Afonso stressed the progress, both quantitative and qualitative, of audiovisual production in the form of advertisements. He specifically detailed the scope of this new campaign in the sports and tourism field that “will reach millions of spectators and visitors. This places us as an international reference, especially in Europe. We are growing as a special and differentiated destination, reinforcing our position in the continental market”.
Kittel carried out three routes in which it was possible to capture the essence of the main natural enclaves of the Island. This was the case of the Teno Rural Park, when traveling the route that separates Santiago from Teide and Buenavista; also the Anaga Rural Park, from Saint Andrew to La Laguna, and, finally, the Teide National Park, going up through La Esperanza and ending the descent in Vilaflor. A reflection of the possibilities of the destination for the practice of cycling.
The promotional video with which Rose Bike has started this campaign aims to show, in addition to the diversity of landscapes that Tenerife has and the contrasts between the north and the south, the possibilities of living unique experiences in coastal corners such as the Los Abrigos Pier , in Granadilla de Abona, where the cyclist appears taking a dip and where he tasted the local gastronomy.
ambitious campaign
The recorded and photographed material is already part of an ambitious promotional campaign for the Island as a destination for road cycling. Added to this is the content generated in a second stage, between June 12 and 15, when a group of 19 influencers made a press trip to Tenerife in which they tested this new bicycle model and others. of the same brand with the aim of generating material that allows to consolidate the positioning of the destination as the perfect place to practice this sport.
The content of the brand and the influencers, with a potential audience of 50,000 people, will be distributed in the Rose Bike networks, some thirty online or offline media focused on the travel segment, as well as in the new brochure and newsletters that the company sends to its customers and potential consumers. On the occasion of this campaign, Rose Bike will also offer a travel package to the Island, through a tour operator, with the aim of recalling Marcel Kittel’s experiences in Tenerife. It can be purchased both on the Rose Bike website and in its physical stores, distributed mainly throughout Germany.
