Overview
Val di Sole is an Italian world-famous MTB destination, hosting UCI World Championships since 2008. To explore the potential of the valley as an Alpine gravel destination, this strategic initiative turns the region’s challenging alpine terrain into an exclusive sporting asset.
Drawing inspiration from the dramatic altitude and steep climbs, we coined the term “Alpine Gravel”, the missing link between MTB and gravel. The tagline sterrato mozzafiato (breathtaking gravel) works twice: the landscapes take your breath away, and so do the climbs. To launch the product and generate community hype, a curated two-day "test-ival" brought thirty cycling influencers together to experience and share the territory’s raw beauty.
Conceiving the event and designing all routes, my role encompassed creative direction and targeted community marketing across Italian and DACH cycling groups.
Val di Sole is an Italian world-famous MTB destination, hosting UCI World Championships since 2008. To explore the potential of the valley as an Alpine gravel destination, this strategic initiative turns the region’s challenging alpine terrain into an exclusive sporting asset.
Drawing inspiration from the dramatic altitude and steep climbs, we coined the term “Alpine Gravel”, the missing link between MTB and gravel. The tagline sterrato mozzafiato (breathtaking gravel) works twice: the landscapes take your breath away, and so do the climbs. To launch the product and generate community hype, a curated two-day "test-ival" brought thirty cycling influencers together to experience and share the territory’s raw beauty.
Conceiving the event and designing all routes, my role encompassed creative direction and targeted community marketing across Italian and DACH cycling groups.
Client
Tourism Board of Val di Sole
Year(s)
2022–2023
Role
Product strategy Art direction Launch event Route design
Results
The influencers created 243 IG contents leading to ~9k likes and ~400 comments; 2 YouTube videos, 4 articles and 1 podcast.
The community marketing campaign across 32 posts generated ~800 likes and ~100 comments, mostly asking for the .gpx files and how to best reach the destination.
The Tourism Board of Val di Sole has since expanded the product independently adding 5 new routes, confirming the Alpine Gravel product a permanent part of their destination offer.
A SELECTION OF projects
