From media coordination to social media management: here is how we built the narrative for the first edition.
Launching an event (almost) from scratch in a unique and complex territory like the Cinque Terre is a challenge that requires vision, precision, and a narrative capable of honoring the beauty of the landscape. For the first edition of the Cinque Terre Passion Ride, our team managed the communications and organization on a 360-degree level. The ultimate plus? The presence of two cycling legends: two-time World Champion Paolo Bettini and Italian Champion Silvia Parietti.
Visual Direction
The heart of the project was creating a visual identity that could blend the elegance of “premium” cycling with the wild nature of Liguria. We coordinated a photo and video shoot capable of capturing not just the athletic aspect, but the pure emotion of riding suspended between the blue of the sea and the green of the terraced vineyards.
Every shot was designed to highlight the symbiotic relationship between the champions and the territory: dynamic imagery, spectacular drone footage, and a meticulous attention to both technical and scenic details. This aesthetic care was the key to positioning the event as an unmissable appointment on the international cycle tourism calendar.
Dialogue with Institutions and Media
An event of this scale requires solid foundations within both institutional and journalistic networks. We managed the press office and media relations at every level, taking care of the organization of the official press conference.
Through targeted press releases and by managing contacts with major industry and generalist publications, we guaranteed capillary media coverage for the Cinque Terre Passion Ride. The presence of Bettini and Parietti was leveraged not only as a sporting draw, but as a vehicle for messages tied to sustainability and the promotion of a UNESCO World Heritage site, creating a direct bridge between the organization and local administrations.
Social Media Strategy
The digital narrative was the engine that fueled anticipation and participation. We developed a multi-channel social media strategy based entirely on the concept of “Experience.”
The chosen language was fresh, authentic, and immediate. We used Stories to show the behind-the-scenes action, the warmth of the hospitality, and the moments of camaraderie between the participants and the champions. Social media management was not just a showcase, but a tool for constant interaction that turned participants into true brand Ambassadors for the event.
A Team Success Heading into the Future
Coordinating the Cinque Terre Passion Ride meant orchestrating different areas of expertise—from logistics to content production—under a single, unified vision.
This first edition was not just a finish line, but the laying of the first stone for a format destined to grow. It confirms that the integrated management of image, media, and social channels is the only way to make an event truly shine in the contemporary landscape.
Want to give your event the same resonance and professionalism? Get in touch with us to discover how we can transform your idea into a successful experience.
