New campaign: Rad mal

New campaign advertises Saxony as a cycling destination

“Simply Saxony.” is rolling out a new slogan – Rad mal, a play on words inviting people to hit the road by bike.

The campaign’s key points are Saxony’s longstanding cycling culture, the industry’s economic strength, and the cycling paths the state offers for tourists from near and far. Hamburg, Berlin, Munich, Frankfurt: These are the major cities where “Simply Saxony.” is running large-format digital and analog ads inviting people to visit Saxony as a cycling destination from May to July.

Digital campaign

The campaign is a playful one with a local tone for each city. It asks Hamburg residents what’s fresher than a fish sandwich, Berlin residents whether 400,000 döner kebabs really make it that much nicer as a city, and Bavarian locals how far 43 million Weisswurst sausages would stretch if laid out end to end. The solution comes with a click – a QR code on the large-format ad links directly to the campaign page, and mobile ad fixtures installed on a bicycle made by Saxon fan favorite brand Diamant will carry the attention-grabbing ads to the centers of the four big cities over the summer. Saxony will also feature prominently as a cycling destination at bars and gyms during the campaign, with witty free postcards including sweepstakes entries inviting people to visit.

Podcast

“Rad mal” is designed as a 360-degree campaign featuring traditional out-of-home ads alongside a digital campaign and other elements. For example, the campaign will feature the first bike podcast, in which business owners, athletes, filmmakers, and other bicycle industry stakeholders speak their minds in an informative and entertaining way. New episodes will be released every two weeks.

WE RIDE SACHSEN

Saxony’s first bike magazine hits the stands

The first bike magazine published by “Simply Saxony.” will be hot off the presses right in time for the launch of the campaign. Titled WE RIDE SAXONY, the magazine will be published in a print run of 25,000 and will bring together reports on successful businesses and startups in Saxony, industry news, portraits of passionate cyclists, and travelogues.

[Translate to Englisch:] Magazin: WE RIDE SACHSEN

New campaign advertises Saxony as a cycling destination

“Simply Saxony.” is rolling out a new slogan – Rad mal, a play on words inviting people to hit the road by bike.

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