2025
City of Cyclists
Slovenia
Client: Ljubljana Tourism
Produced by: McCann Slovenia
Agency:
Category: Tourism Products
Entry Type: Promotional Video
Synopsis
"In 2024, Ljubljana amplified its international visibility by hosting the start of the third stage of the Tour of Slovenia cycling race. This stage, from Ljubljana to Nova Gorica, embraced the theme of 'culture,' celebrating Nova Gorica’s designation as the European Capital of Culture 2025. Spectacular cultural performances—including cycling choreographies and adrenaline-fueled stunts—were staged at iconic landmarks, blending sports, culture, and creativity in a truly unique way.
Goals of the film
Ljubljana, awarded the prestigious title of European Green Capital 2016 and the holder of the Slovenia Green Platinum label, stands out as a global leader in sustainable tourism. With its authentic commitment to sustainability, the city has created a high-quality, green, and welcoming environment for both residents and visitors.
Target Group
"We aim to reach broader international audiences, environmentally conscious tourists, active travellers and sports & active lifestyle lovers. This activation was a resounding success. By leveraging the Tour of Slovenia’s international reach—through a TV broadcast on Eurosport to over 10 million viewers, as well as Slovenian and Belgian television coverage and robust social media engagement—Ljubljana was showcased as an innovative, culturally rich, and eco-friendly destination.