Ascona-Locarno Road Bike Project Part II: Influencer Activation
In the first part of the project we explored how strategy and positioning reshaped the cycling narrative in Ascona-Locarno.
But a story is only truly powerful when it’s shared by real voices within the community. To bring this vision to life, we partnered with three cycling influencers and athletes from key markets — the Netherlands, Germany, and Switzerland — and invited them to experience the region first-hand.
Why Influencers?
Cycling culture thrives on authenticity. Riders follow riders, not advertisements. By collaborating with Sophie De Boer, Arlette Lüdtke, and Lukas Flückiger, we ensured that Ascona-Locarno’s story would be told through credible voices, each with a strong personal connection to their audience.
Camilla @camillafisioboutique with Arlette @arletteluedtk
The Campaign at a Glance
Takeovers – Each influencer hosted the official @ascona_locarno Instagram account for one day, sharing their rides, behind-the-scenes impressions, and authentic reflections from the trip.
Personal Content – In addition to the takeovers, each influencer reshared highlights on their own channels, blending professional visuals with their personal photos and videos.
Recap Reels – Produced by Ascona-Locarno, these reels summarized each journey and were cross-shared by the influencers to extend reach and engagement.
Sophie de Boer @ssophiedeboer
Meet the Riders
Sophie De Boer (Netherlands) – Former pro cyclist with a strong community in the Netherlands. Sophie’s takeover highlighted iconic routes through Vallemaggia and Ascona–Ronco sopra Ascona, complemented by authentic local stops for food and culture.
Arlette Lüdtke (Germany) – A passionate cyclist balancing performance and lifestyle. Arlette showcased rides from Locarno to Vergeletto and Mergoscia, paired with local experiences from a grotto lunch to a relaxing SPA moment.
Lukas Flückiger (Switzerland) – Pro mountain biker and cyclo-cross racer. Lukas brought the Swiss perspective, riding the Gambarogno loop to Alpe di Neggia and rounding off with a taste of alpine tradition.
@LukFluck Lukas Flückiger, MBT Athlete
Impact
Each activation gave followers a first-hand look at the cycling possibilities in Ascona-Locarno through authentic, relatable voices. The combination of professional storytelling, personal content, and community-driven engagement amplified the campaign far beyond traditional communication, creating genuine resonance in target markets.
From Strategy to Community
What began with strategy and the definition of a clear positioning (Part I) naturally evolved into activation and amplification (Part II). By engaging real cyclists with authentic voices, Ascona-Locarno moved beyond storytelling as a concept — becoming a living narrative, an experience shared and amplified by the community.
@LukFluck Lukas Flückiger, MBT Athlete