Graubünden Bike

Bike stars compete in the “home of trails”

Following Danny MacAskill’s wild performance in 2018, he has sent five superstar bikers to the “home of trails” to challenge local hero Claudio Caluori. “Take Claudio to the Limit” is fast-paced storytelling for a target group that scours the social-media and editorial platforms for their next biking destination.

28. July 2021

With a trail network of 11,000 kilometers and 2,500 kilometers of marked trails, Switzerland's largest vacation region is also a superlative biking playground. In order to further anchor the "Home of Trails" as the top-of-mind destination among the international target group, Graubünden Ferien relies on video content with a star cast. Five bike stars in five regions, all with the same goal: to push the Grisons bike icon Claudio Caluori to the limit with their challenges. The duels will be held in the regions of Arosa Lenzerheide, Davos, Engadin, Engadin Samnaun Val Müstair and Laax.

Story-driven Action-Content

The core of the campaign created by Wirz is formed by five challenge videos, which are carried into the communities of bikers via the bike stars and editorial platforms. For each bike star, a separate story was conceived that fits the character as well as the pairing with Claudio and at the same time also conveys the spectacular trails and the advantages of the respective destination.

Commitment on and off the trails

The "Home of Trails" is the perfect playground for all the small and big challenges you can face on your bike. If you want to get on your bike yourself and win a vacation, you can collect as many kilometers as possible on your bike in the participation challenge via the "outdooractive" app or get inspired by Claudio's 100 tour tips at www.homeoftrails.com.

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