Continental Cycling Team

Strategy, Campaign, Activation, Digital, Events


Make sports count

Cycling poems by José De Cauwer & Rodrigo Beenkens
Continental Cycling Team riders
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For the 2023 cycling season, Continental Benelux offered all cyclists in Belgium the opportunity to experience the life of a professional cyclist. From preparing before the ride to crossing the finish line, Continental provided professional support. This included new gear, new tires, food and beverages along the course, as well as a safety car with a mechanic ready to assist at any time. This was the brainchild of former pro cyclist and new TV anchor, Bert De Backer. There were 48 slots available for this premium experience.

The programme featured four classics: Gent-Wevelgem Cyclo, Ronde van Vlaanderen, Liège-Bastogne-Liège, CFL Stelvio – and the TDF, culminating in the Tour de France. The overall winners had the opportunity to ride ahead of the pros on the Champs- Elysées during the final stage of the 2023 TDF and witness the pros crossing the finish line hours later. The ultimate dream for any lover of cycling.

In terms of communication, we created a selection plan and comprehensive communication, incorporating various iconic elements to make the process engaging and appealing for cyclists looking to join the Continental Cycling Team during the 2023 season.

The creative concept, known as the ‘poem of the race’, featured five poems written by renowned Flemish poet Willie Verhegghe, paying tribute to Continental tires and everyday cyclists. These poems were narrated by José De Cauwer, the voice of cycling on VRT, and Rodrigo Beenkens, the voice of cycling on RTBF. The narrations were accompanied by visuals of heroic cycling routes led by our team captain, Bert De Backer.

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