Gravel Project Development for Lugano Region
Gravel biking is more than a trend: it’s a new way to experience territory. In 2024, Lugano Region teamed up with Unforgettable to transform this discipline into a structured tourism product. Our role? To design and activate the offer from concept to launch.
From analysis to product creation
We started with a study of international gravel trends and designed a dedicated product for Lugano Region. Based on the client’s three strategic clusters - art & culture, gastronomy, and sport & nature - we created three thematic routes that showcase the region’s diversity.
In collaboration with the maintenance department, we built the itineraries using existing infrastructures (bike lanes, gravel roads, MTB trails), enhancing them with cultural and gastronomic points of interest:
Bringing the product to life
To promote the new routes, we produced photo and video content, shared across Lugano Region’s channels, and presented the project at a dedicated press conference. Alongside the Lugano Region team, we introduced the routes to media and stakeholders, also involving ambassador Filippo Colombo, who shared his perspective as a professional off-road athlete.
The official launch generated strong media coverage, positioning Lugano Region as a new hub for gravel tourism.
From Stage to Spotlight
In the project’s final phase, we supported Lugano Region in engaging the media. During the official press conference, we presented part of the project, showcased the newly designed gravel routes, and involved ambassador Filippo Colombo, interviewing him about this discipline. We also provided direct answers in several media interviews, ensuring the project’s story reached a wider audience.
Press conference, 30 September 2024: Lugano Region unveiled the new Gravel routes together with ambassador Filippo Colombo and Tom Alemanno, Director of Unforgettable.
Media Coverage
The launch received strong media attention. Highlights include:
RSI – Lugano rilancia il cicloturismo puntando anche sulle Gravel
RSI – Il Quotidiano (servizio TV) (link diretto alla puntata, se confermato)
Tio.ch – La nuova strategia di Lugano Region per lo sviluppo dell’esperienza turistica Bike
Born Magazin – Neue Gravelbike-Touren in Lugano: Peninsula & Malcantone entdecken
TicinoNews – Nuovi percorsi gravel per il cicloturismo nel Luganese
Our Director, Tom Alemanno, interviewed by RSI during the official launch of the Gravel project.
A destination ready to ride
This project shows how Unforgettable goes beyond communication: we build products, connect strategy with local assets, and activate destinations with stories that resonate.
Want to make your destination ride-ready?
Let’s create the next unforgettable story, together.