Festive cycling event for media, influencers and consumers

Related is the Scandinavian representative for VISITFLANDERS and handles all travel trade, PR, marketing and MICE activities in Sweden, Denmark and Norway.


With the aim to increase awareness of Flanders, Belgium, as a cycling travel destination among Danish cycling fans, Related – on behalf of VISITFLANDERS – planned and held a cycling themed event in Aarhus, Denmark. The event took place on the day of the famous race Tour of Flanders. Aarhus was chosen as location as there is each year a “Tour of Flanders pre-race” outside Aarhus – why a lot of Danish cycling influencers and media were already in Aarhus for this event.

The event, which was held in a brewery, started with a lunch event for invited media and influencers only, where the guests were served shrimp croquettes, moules frites and a dessert with Belgian chocolate – each dish carefully paired with a Belgian beer. During the lunch, VISITFLANDERS gave a speech about the destination’s cycling culture and the many opportunities for cycling travelers.

After the lunch event, the brewery opened the doors for additional visitors making it a consumer event. Here, cycling enthusiasts could watch Tour of Flanders on a big screen while enjoying Belgian beers and moules frites – or while trying to conquer one of the steepest hills in Tour of Flanders on an interactive bike; getting the chance to win a cycling trip to Belgium.

The event was held in partnership with Brussels Airlines who also gave away prizes during the event.

The event was a great success with media coverage in both local newspapers and public service radio prior to the event – and a lot of cycling fans learning more about the many cycling and city break experiences awaiting in Flanders, just a short flight away.

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