Festival Pedal

Full Event Production

Briefing & challenge: Create a proximity brand experience for Lotto –  supporter of sport for already 35 yrs – within their cycling strategy within the contours of Lotto’s Partnership with the Grand Depart – Tour de France 2019.

Targetgroup : To the entire cycling fan-base

Goal : create connection & valuable event communication in order to emphasize the brands connection to the target group.

Concept: INTO Sport develops a tailormade event format : Lotto Festival Pedal.

What better place to organize a Lotto – cycling experience then the legendary MUUR van Geraardsbergen. The city of Geraardsbergen expects 35.000 cycling enthusiasts in the city for the passage of the Tour de France. Lotto wants to create a  Brand – proximity event, focused on creating experience and valuable communication content.

Budget: 25k€

Execution: INTO Sport developed a powerful and unique brand image, going back to the iconic posters of Cycling 50 years ago…

Common thread in the campaign and communication : quality storytelling, personalized on the event, the sport, & the event partners & the location.

By translating the needs of the event into brand activating activities of Lotto, INTO developed a new way of integrating sponsors into public events. More value for money, since the sponsor agreement immediately takes into consideration and execution the positioning & activation of the brand on the event & it’s derivatives in communication offline & online.

Lotto Festival Pedal was built around the principles of a music Festival zone, where the different target groups were targeted into different Experience zones:

Fan Village @ Grote Markt where all the supporters come together to encourage their favorite athletes.

Family Village @ Vesten where families with children can have fun and have a pleasant family moment.

Party Zone @ De Kapelmuur which is a bit remote from the other locations, which makes it the ideal place to build a cycling party, without disturbing the other event zones.

A unique Hospitality zone : at the top of the Vesten Lotto Festival Pedal


 Lotto Festival became the best cycling fan-village that the city of Geraardsbergen ever hosted. Not only in numbers of attendees, but also in event experience”

– Jens Heyman – head of Events.

Reach :

  • 35.000 visitors onsite
  • Media partnership with ‘HLN’ 375.000 readers
  • PR : 12 press articles in newspapers
  • Local TV emission for TV Oost during the press conference & Event report to 240.000 families
  • 16000 full cover city magazines
  • 10.000 flyers & 1000 posters distributed in the area
  • Organic Online reach 350.000


Different satisfied sponsors & partners:

Brand Activations :

  • 6.000 personalized newspapers Journal Pedal
  • Studio Koersvelo : A dynamic stage performance with interviews,
    Cycling Demo’s & a big quiz : Lotto’s Fan of the Day.


Extra partnerships :

  • Sunweb
  • Cycling Belgium of interactive cycling kids entertainment.
  • De persgroep – HLN
    Primus Super 8
  • Alpecin