In 2023, the Basque Country is hosting the first two stages of the Tour de France, so we wanted to take advantage of this bond to increase awareness of the region among cycling enthusiasts.
As the Basque Country is also an ideal destination for those who love sport, nature, gastronomy and cultural activities, experiences that can be enjoyed all year round, the campaign has been structured into two phases (spring and autumn waves) to boost the two seasons.
We engaged a crew of videomakers and selected an influencer with a strong sports background to create original content to showcase the destination’s main USPs.
We built a tailored microsite with the original content shot plus shoppable experiences, editorials and special deals to the destination.
We launched a display media activation on our properties, as well as on our off-network audience extension.
To ensure maximum reach and spread awareness of the Basque Country, we also launched a social media campaign on both our own and the influencer’s channels.
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