Our task was to support making the central sponsorship captivating and attention-grabbing domestically as well. Promoting cycling and enhancing road safety are long-term objectives for the insurer, both on a group level and here at home.

The Hungarian subsidiary of the Groupama-FDJ team’s title sponsor seized the opportunity before the race to support the local cycling community, offering fans a chance to meet Attila Valter and promoting urban cycling. This sporty approach allowed the company to extend its commitment to road safety and communicate these messages to a broader audience through new channels.

Due to the team’s tight schedule, the event was held the day before the Giro d’Italia’s opening press conference. Capitalizing on our active and mobile target audience, the event took place at the insurer’s headquarters, from where the cycling parade set off, with hundreds of participants in matching shirts, riding through City Park (Városliget) to Heroes' Square.

To ensure a coherent and authentic message, we invited Attila Till, a well-known host and cycling advocate who also serves as an ambassador for the Giro d’Italia, to lead the event. Our goal was to create an exceptional experience, not only for cycling enthusiasts but also for the athlete, the team, corporate partners, employees, and the media.

To strengthen the company’s positioning and build new media relationships, we organized interviews for invited media at the FELVEZETŐ KÖR event and provided exclusive coverage opportunities during the Giro d’Italia race, allowing them to travel with the French team in their team bus.

During the analyzed period, Groupama-FDJ generated the highest media coverage among competitors in Hungary, with a significant portion attributed to the *FELVEZETŐ KÖR* event. This Share of Voice leadership would not have been achieved without the local event’s news coverage and interviews conducted on-site.

Social media reach exceeded the target by 68%, and all 1,000 registration slots were filled ahead of the deadline. During the teaser phase, announcement posts generated 29% higher engagement than average across the company’s social media channels.

Thanks to the specialized content, Groupama Biztosító’s media relations expanded and deepened further. The brand’s road safety messages also reached new, sports-specific media channels, enhancing its visibility and reinforcing its commitment to public safety.