The Brief


An epic mountain bike expedition to provide the highest quality content for digital and print media around the launch of the Montero helmet. 

 

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The solution


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A 10-day mountain bike expedition through Ethiopia’s Simien mountains with professional mountain bikers, videographers and an industry-leading photographer and journalist. Photography for the trip was used in internal Giro marketing online and in print; a video was produced to showcase the helmet and the trip online; multi-page articles appeared in print in 10 leading MTB magazines across Europe and the US; and shareable articles continue to appear online.