SAGAN + BOTTURA + ITALY = ONE UNFORGETTABLE LEBLANQ TOUR!
So my LeBlanq Weekend would bring together three times UCI World Championship winner and cycling legend Peter Sagan whose career has seen him push the boundaries, becoming a popular personality in cycling, both on and off his bike. His quirky style and humour make him the percent person to pair with Massimo Bottura, the owner of the restaurant that has been voted Best In The World twice.
So that’s a world championship cyclist joining a world-beating chef and where better for them to host a weekend than the among the beauty of Puglia in Italy? With its magical mediaeval towns and villages, dramatic sweeping coastline, crystal clear blue waters and acres of olive trees this LeBlanq weekend promises to be a totally unforgettable experience both on and off the road. And there's the world’s greatest Italian chef personally welcoming you to Italy and its cuisine! There’s a possibility to mix it up a little too. Peter Sagan loves cooking and Massimo Bottura is passionate about cycling so anything could happen during this LeBlanq tour!
In order to promote this weekend I would use all available digital channels to tease the audience a little in the weeks immediately before announcing it.
I’d present blacked out silhouettes of the participants and the location with taser questions that would encourage the community to guess them, engaging with everyone guessing in order to keep the conversation going for as long as possible before the big reveal.
This reveal would be supported by a video trailer and I’ve put together a rough version of what that might look like here.
The weeks following this trailer would see a mix of engaging content to encourage potential customers not to miss out on this opportunity of a lifetime. Typically this would be fun facts and profiles of those taking part and the location itself.
During the weekend itself I would present content created during the event with a view to capturing the magic in such way that those not present but engaging with the event online would be given the opportunity to be among the first to get details and buy tickets for the next tour event.
This would be achieved through a mixture of evocative images, on the spot videos, live cycle cams, time-lapse video and graphic cards featuring stats, recipes, quotes and more from those taking part. A certain amount of these assets could be made in advance and published to a schedule but the most engaging content in this situation is, often that created on the fly.
The weeks following the event would see posts encouraging the participants to share their experiences and more importantly, the images and videos that they created themselves during it. This then becomes the foundation of gallery of experiences which grows as more events take place.
Pete Woodhead, November 2020