Cycling in Mallorca - Times Travel
The Balearic island of Mallorca is just for serious cyclists, right? Nope. We worked closely with the team at Mallorca Responsible Tourism to promote the much flatter interior of the island, rather than the mountains. While doing this, it was important to promote non-cycling activities, too. Namely, delicious food and wine.
Mallorca has a long-standing reputation as a hub for MAMILs (Middle Aged Men in Lycra) and its tourism industry relies heavily on bike-based visitors. We therefore needed to build upon its existing popularity, while giving things a fresh take. We interviewed former Tour de France cyclists and up-and-coming riders, too. But throughout the production we wanted to capture the universal essence of this beautiful island.
Mallorca has a long-standing reputation as a hub for MAMILs (Middle Aged Men in Lycra) and its tourism industry relies heavily on bike-based visitors. We therefore needed to build upon its existing popularity, while giving things a fresh take. We interviewed former Tour de France cyclists and up-and-coming riders, too. But throughout the production we wanted to capture the universal essence of this beautiful island.
Mallorca has a long-standing reputation as a hub for MAMILs (Middle Aged Men in Lycra) and its tourism industry relies heavily on bike-based visitors. We therefore needed to build upon its existing popularity, while giving things a fresh take. We interviewed former Tour de France cyclists and up-and-coming riders, too. But throughout the production we wanted to capture the universal essence of this beautiful island.
In a print feature and online film for The Sunday Times, we successfully encouraged shoulder season travel and into the lesser-known interior of Mallorca. Besides reaching a predominantly UK audience via the newspaper’s video channels, Mallorca Responsible Tourism – an organisation that promotes sustainable travel – used the asset widely across its channels and campaigns.
Camino Gonzalez, Communications Manager, Mallorca Responsible Tourism
SPC beautifully captured Mallorca’s essence, telling the story of a place to be lived, not just visited. They created a powerful storytelling tool that connects people to a genuine sense of place. The project demonstrated how meaningful audiovisual content can shape perception and create lasting emotional connections.
