Excellent campaign of Poreč with the aim of additional positioning as a cycling tourist destination

Due to its unique geographical position, type of terrain, tourist attractions and quality of service, Istria annually records a large number of cycling guests, especially in the pre-season and post-season, mostly from Western Europe. It was they who showed "resistance" to the crown, and even during the "solid" lockdown, cyclists, cycling clubs and cycling associations regularly filled the accommodation facilities in Istria.

And that is why Istria, as a famous Croatian cycling destination, decided sensitize the public to the problem of cyclist safety on the roads and thus contribute to the reduction of black statistics in which several hundred accidents and incidents are recorded every year, and unfortunately more than 15 deaths per year.

Campaign "Road cyclist safety", created by Adria Bike, a well-known organizer and promoter of numerous cycling races and other cycling events, and the Hendrich-Feldbauer agency, was initially planned for the spring of 2020, but was stopped due to a pandemic.

As Croatia follows world trends in the cycling segment and the number of cyclists on the roads is growing every season, the aim of the campaign is to sensitize motor vehicle drivers, primarily cars, about the problem of road cyclists' safety and make them aware that cyclists bypass roads only. a safe distance of 2 meters, but also to point out to cyclists that road traffic has its “rules” and how they should move in a way that does not endanger their own safety or the safety of other road users.

Destination positioning

By communication itself, both directly and indirectly, we reduce the speed of drivers, because we warn them that they are in a bike destination. In addition to the educational campaign, there is an important segment of positioning the entire destination as a bike destination. And this will always be recognized by all cyclists, sponsors, organizers of bike events, etc ... because the brand is much more than a logo. 

A small but extremely important step forward in positioning and branding the destination as a cycling destination. An example that should follow all destinations in Croatia that develop cycling tourism, especially on islands and places where practically one road leads to the destination, which facilitates communication, but gives a clear "stamp" that guests come to the area where cyclists are on the road. 

The holder of the campaign is the Tourist Board of the City of Poreč, which with this move shows high awareness and commitment to the safety of its guests. 

The campaign was supported by the Istria County Tourist Board and local tourist boards from the Poreč area - the Funtana Tourist Board, the Tar-Vabriga Tourist Board, the Kaštelir-Labinci Tourist Board and the Vižinada Tourist Board. The campaign was also supported by the two largest hotel groups from the Poreč area - Valamar Riviera dd and Plava Laguna dd

Photo: Poreč Tourist Board