Selle Royal is preparing for a three-month European tour around key cities in Austria, Germany, Italy and The Netherlands, to launch the first wave of its new campaign ‘Support Cyclists On The Road’.
The project, which has been months in the making, will see a yellow Selle Royal van travel through four countries, transforming into a cycle hub and coffee spot at each of its dedicated pit stops.
Setting off on 1st March from the Selle Royal base in Pozzoleone, the van will stop-off in Padua, Milan, Innsbruck, Munich, Berlin, Amsterdam, Rotterdam, Düsseldorf, Turin and Mantova. A team of two will set up the van along various cycling hotspots, and invite cyclists to stop for a free bike check and an Italian Bristot coffee while they wait.
Lara Cunico, marketing manager at Selle Royal, said: “We are very proud of this new project and excited to see what our yellow Van will be able to do. Selle Royal’s philosophy has always been to support cyclists in the best way possible, with our extensive range of saddles and decades of research and development in the industry.
“This year, to further improve riding experiences, we have the chance to offer cyclists something more than just our comfort – we are meeting them on the road to offer our expertise, useful bike tips and a little refreshment. We will bring some fun and entertainment, and look forward to an exchange of experiences with the communities; a great way to encourage and promote a sustainable cycling lifestyle!”