The Bike Kingdom Lenzerheide wins 1st prize in the “Innovation” category at the Milestone Award. The people in charge at Lenzerheide Tourism are delighted, as they write in a message on Thursday. For years they have promoted biking, developed the strategy and now set another high with the app. The Milestone jury also had words of praise: “The topic has been consistently implemented, anchored in the region and all stakeholders are fully integrated. Bike Kingdom combines technology, nature and live experience ». The Lenzerheide holiday region was the first ever destination to launch its own app just for bikers, which turns the mountain into a virtual playing field. “A digital companion to the overall Bike Kingdom experience”, it continues.
Several partners involved
Marc Schlüssel, Head of Marketing for the Lenzerheide Holiday Region, is delighted with these words of praise: “They show that we have achieved exactly what we have set ourselves as our goal. We wanted to become the ‘Next Level Mountain Bike Destination’ and that’s how the Lenzerheide holiday region is now perceived – just one season after its launch. ” Schlüssel would like to thank all employees of Lenzerheide Marketing und Support AG, all partners and agencies and, last but not least, the service providers of the Lenzerheide holiday region who have contributed to the creation and realization of the Bike Kingdom. “I would particularly like to thank the company Creative Intelligence Society, with whom we developed and implemented the strategy and the concept for all central measures together,” added Schlüssel.
Review of the opening season
The YouTube clip “The Legend of Tommy G”, produced by Anthill Films and filmed in the Bike Kingdom Lenzerheide, reached over a million views just two weeks after its launch (persoenlich.com reported). “We have to be honest: the mountain bike boom as we experienced it in the 2020 summer season has not only to do with our destination strategy and the corresponding marketing measures – but definitely also,” said Schlüssel.
According to the jury, the Bike-Kingdom-App a “milestone”: when it comes to gamification, it goes far beyond mere route planning. There are a number of different challenges, the successful completion of which is rewarded with various prizes. A benefit for the makers too: using the recorded GPS data, the needs of the bikers can be analyzed even better and new tour suggestions or offers can be targeted and personalized. The app has already been downloaded almost 50,000 times and an average of 896 bikers are actively using it every day. A total of more than 45,000 trails have already been recorded by the guests.
The Milestone is the Swiss tourism award and is endowed with a total of 35,500 francs. It is awarded by the htr hotel revue and HotellerieSuisse and supported by the State Secretariat for Economic Affairs Seco as part of the Innotour funding program.
Responsible at Lenzerheide Marketing und Support AG: Marc Schlüssel (Head of Marketing), Pascal Krieger (Brand Manager), Caspar Mücke (User Engagement), Carmen Lechner (PR / Media); Other responsible persons: Creative Intelligence Society AG (strategy and concept), Inside labs: Kris Paasila, Michael Krähenbühl, Curdin Barandun, Daniel Medina, Julian Vaupel, Stefanie Jakob (app conception and development), Primocollective: Primo Berera (Trail-Art Deisgn) . (pd / eh)
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