Marco Dalla Dea and Giovanni Cecolin’s agency managed the communication of the 25th edition of the Südrtirol Dolomiti Superbike, one of the most popular MTB events in the world.
Video and photo content production, management of the relationship with the sponsors for digital communication and social media management in three languages (Italian, English and German) are the activities that YAK Agency has dealt with for Südtirol Dolomiti Superbike for the second consecutive year, on the occasion of the 25th edition of one of the main European Mountain Bike competitions.
The race, which has involved over 4500 cyclists since 1995, including MTB professionals and amateurs (this year they came from 42 countries from all over the world, including Australia and Mozambico) started on the 13th of July in Niederdorf, in the heart of the Dolomites. The athletes had the chance to choose between two different paths, demanding but unique: 113 km and 3,357 m elevation gains, or 60 km and 1,785 m elevation gain.
YAK Agency dealt with the social communication of the event in the months before the race with a double mission. As for marketing and communication, the agency worked on brand awareness, subscription promotion, sponsorship enhancement and coordination of the territory promotion associations. As for event management, YAK Agency managed the communication channels to provide the athletes all the technical-organizational details (hospitality, merchandising, schedule) and present the top riders taking part in the competitions.
During the race, part of YAK Agency ’s team told about the development of the race and all the collateral events (like the Junior Trophy, the mountain bike race conceived for young cyclists aged 13-16 year old). Journalists, photographers and video makers of the agency collected stories and reports of the protagonists and created exclusive contents regarding the champions (Martin Stošek and Mara Fumagalli, winners of the 113 km race) and the guests of the race (including Renato di Rocco, President of the F.C.I. - Italian Cycling Federation).
“It’s a great satisfaction to continue to manage the communication of such a spectacular race and historic event that involves and excites many players.” - claims Marco Dalla Dea, YAK Agency’s Managing Partner and PR Director - "Once again the team welcomed the challenge with enthusiasm and worked in synergy with the sponsors of the event and the local associations to coordinate communication efforts, proving to be a reference point for right holders, brands and athletes of sporting events".