The communication strategy and approach to announce and promote the event and to attract exhibitors, partners and participants will be created in cooperation with the ECF EuroVelo Team.

Proposed strategy and approach to build up communications and promote the event.

Our first ideas about strategy and approach (to be discussed with ECF):

1.       Establish communications team: consisting of Communications Manager and other representatives Local Organizing team and ECF-staff, responsible for communication of EuroVelo.

2.       Powerful event branding: Develop appealing and persuasive communications theme, concept, messaging and event branding and translate into marketing- and communication materials.

3.       Broaden the target group: we feel there are opportunities to attract new/other interesting target groups not yet familiar with the EuroVelo conference. Especially since recreational and utilitarian cycling are merging more and more and topics like sustainability, health, safety and development of thematic routes etc. are becoming more important. We feel that it is possible to attract new visitor segments without compromising on the EuroVelo brand through:

• Broadening the program of the event (within the concept of the event and always in consultation with ECF).
• Activate new/other networks not yet reached before.

4.       Strong network approach: Use the leverage and acquisition power of relevant partners and networks: combined approach for the acquisition of both exhibitors and participants, using the networks of both ECF-EuroVelo and our local organizing team, our partners and organizations willing to endorse the event (see below for list endorsers):

• Make an inventory of important national and international relevant databases of prospects, contacts and relations, networks and channels for the acquisition of both participants and exhibitors.
• Create prospect list of participants (visitors) and exhibitors for EuroVelo: national and international.
• Determine which participants are willing and able to draw participants with the right profile to the conference via their media, communication channels, direct (e-)mail, etc.
• Make it attractive for exhibitors, sponsors and key partners to invite their relations: marketing kit (ready made communication materials) + incentives such as discounts when ordering large numbers of tickets to invite their relations, affiliate marketing, etc.

5.       Joint PR approach: combine & coordinate PR databases and resources of ECF with our local organizing team and our partners to announce and promote the event though relevant trade press and other media channels. Synchronize messaging and timing for maximum effect.

6.       Involve and engage partners: Establish partnerships with relevant organizations, media, trade press and make it interesting for them to promote EuroVelo by involving them in the event: invite them and facilitate them to organize meetings, presentations, workshops and break-out sessions, etc.

7.       Use powerful content: Prior to the event, determine which organizations can present important news during the event and use this in the PR-messaging for the event to attract visitors, create news and buzz around the event and to increase the importance and reputation of the event.

8.      Online/social advertising: use the social reach of our partners and target the audience of the event though targeted messaging and social advertising (LinkedIn, etc.).

As mentioned above, an important part of our strategy is to involve partners that have the right networks, reach and leverage to reach the audience to help promote the event. Off course the partners in this bid (city and province of Utrecht, Utrecht Marketing, and affiliated organizations such as Nationaal Fietsplatform, Routebureau Utrecht, etc.) will use their network, channels and resources to promote the event. We already have commitments from various other relevant organizations that they are willing to promote the event and activate their networks, such as:

Dutch Ministry of Infrastructure and Water Management 

• Help promoting the event though their networks of cycling, infra and mobility organizations
• Likely role for the State Secretary of Infrastructure and Water Management, currently: Chris Jansen.

NBTC National Bureau of Tourism and Conventions

• Invite their relations
• Promote the event though their channels
• Wants to help with the organization and the program of the event
• Stated they want to invite the PEP Network for EuroVelo 2026

Dutch Cycling Embassy

• Activate their network and emalings and social media, combined reach: 200.000
• Contribute to the conference program and technical visits, bike excursions etc.

Fietsersbond (Dutch Cyclists’ Union)

• Help promoting the event in general and to recruit participants: a lot of their members are also professionally involved in recreational cycling, tourism and cycling industry.
• Help with the program of the conference
• Help with technical visits and guided bike excursions

Royal Jaarbeurs

Help promote the conference through their extensive networks, channels and media contacts they have accumulated in the tourism, travel and cycling-industry as a result of the events they organize, such as:

• Vakantiebeurs: consumer travel & tourism exhibition (and trade day) with over 900 participants and 70.000 visitors.
• Kampeer & Caravan Jaarbeurs: largest camping event in the Netherlands, 200 participants,42.000 visitors.
• Travel & Tech Jaarbeurs (trends and digital innovations for travel industry):
• The events of the Dutch Cycling Week, e.g. Cycle Mobility Summit: 300 cycling-related professionals, International Cargo Bike Festival (ICF)

Hicle: organizer of the Fiets & Wandelbeurs and IBTC (International Bike & Tourism Convention:

• Fiets & Wandelbeurs: 24.000 visitors, 128 presentations about hiking & cycling tourism
• IBTC: 90 attendees, mostly DMO’s.

NTFU: Cycling Association, represents the interests of sporty cyclists in the Netherlands

• Represents 900.000 sports- and touring cyclist, mountain- and gravel bikers and cycling clubs in the Netherlands, 75.000 members, and also network in professional recreational cycling and cycling tours.

Utrecht Bike Community 

• Promote the event to regional community and powerful network of over 750 professionals active in all cycling related domains
• Help with input and ideas for conference day and technical visits

ROM Utrecht Region, Dutch Regional Development Agency

• Important organization for international business. Fostering economic growth, innovation, and development in our region
• Established to stimulate and support businesses, startups, and projects that contribute to the economic vitality of our region.
• Very active in supporting cycling business bikenomics is a one of their focus areas