To activate its rights as the new official sponsor of the 2022 edition of the Giro D’italia, iconic Italian bike brand Bianchi rolled out an episodic pedal-powered ‘Reflections’ road movie series fronted by former cycling star Nicholas Roche telling race-related stories of people, places and bicycles and promoting its bike range.
Roche, a former professional road bicycle racer and Irish national champion who started 24 Grand Tours, acts as both the narrator and the main character of the film series which stretches from the start in Hungary and right through Italy and dropped episode-by-episode through the 2022 race (which runs from 6 to 29 May).
‘Giro Reflections’ is a four episode series running on YouTube and across Bianchi’s social and digital platforms telling unique race-related stories and going behind the scenes to bring fresh and interesting race reflections spanning people, places, cultures, food and the spirit of sport.
Roche’s Giro experience sees him ride and promote different Bianchi bike models: the Oltre XR4, the Specialissima, the Impulso Pro gravel bike and the e-Bike from the e-Omnia range.
Giro Reflections: the new Bianchi online film series with Nicholas Roche. First episode available next week.#Bianchi #RideBianchi #BianchiBicycles #GiroReflectionshttps://t.co/pXkG3Ng8Kv pic.twitter.com/1gczM1NUlz
— Bianchi (@BianchiOfficial) May 3, 2022
The campaign, which was created and produced in-house by Bianchi Media House, launched with Episode One ‘Weekend in Budapest’ on 9 May followed by Episode Two ‘The Volcano’ on 16 May.
The opening video saw Roche explore the old city of Budapest and meet some of its denizens and the second film focuses on Sicily with its wonderful food, landscape and passion.
The ‘Giro Reflections’ project will also see Bianchi launch its official TikTok channel which, along with Bianchi’s entire digital platform, will tell Roche’s race-related story.
The aim of the activation is not just to amplify its race rights and reinforce its elite bike racing and performance positioning, but also to explore Bianchi‘s constant desire to innovate, to inspire, to create a community and to promote a lifestyle.
As the Official Sponsor of the Giro d’Italia, Bianchi teamed up with Roche‘s personality, image, voice and still-trained cycling legs to front a series which, at the end of the race, will be edited into a full-length short film.
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It was in February that Bianchi announced it has partnered with race rights owner RCS Sport for the 2022 Giro d’Italia. The bike brand and its team is operating from inside the ‘Pink Caravan’ – based around the mobile ‘Bianchi Experience Centre’ expo – for the three week race engaging with cycling fans in Italy and all over the World.
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