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Project

Soča &
Giro

client

Soča Valley Tourist Board

The most challenging climb of the 19th stage of the renowned Giro d'Italia took place in the Slovenian section of the stage in the Soča Valley. The advertising campaign and offline activations throughout the Soča Valley introduced a pink cycling romance that lasted the entire season.

SLOVENIA STORY

The most exciting part of the 178-kilometer 19th stage of the renowned Giro d'Italia occurred on the 35-kilometer Slovenian section. On May 27, 2022, Giro and Soča embraced each other on one of the most difficult tests of this year's Giro d'Italia—the majestic climb to the top of the historic Kolovrat and Livek.

We created the social media advertising campaign and offline activations across the Soča Valley connected locals and cycling enthusiasts from all over Slovenia, who enthusiastically followed the world's cycling elite up the challenging incline, turning the emerald valley pink.

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