Ljubljana Stands Out Again with Creative Showcase at the Tour of Slovenia

Ljubljana took centre stage during the third stage of the 30th Tour of Slovenia, which started in the Slovenian capital. The city showcased three eye-catching cycling performances. At Prešeren Square, 50 cyclists from various Ljubljana cycling associations and volunteers performed a choreographed routine using bikes from the BicikeLJ self-service bicycle-sharing system. An acrobat cycled atop the tower of Ljubljana Castle, overlooking the city’s panorama, while the most spectacular act featured three bike acrobats who descended vertically down the 70-metre façade of the iconic Nebotičnik on legendary Rog bicycles.

Through this innovative activation, Ljubljana presented itself to audiences both at home and abroad as an excellent destination for active holidays or urban getaways with a rich cultural offering. It also positioned itself as a vibrant city of unique ideas offering a variety of adrenaline-filled experiences. The concept was developed by Ljubljana Tourism in cooperation with the McCann Ljubljana advertising agency.

The Tour of Slovenia is one of the most prominent cycling events in the region, attracting numerous local and international riders and sports enthusiasts every year, and generating significant media impact. Since 2017, the race has been broadcast by Eurosport, the world's largest sports television network. This year, the event was aired in 130 countries, reaching more than 10 million viewers via Eurosport and TV Slovenia.

Slovenian Advertising Festival (SOF) is the central annual event for the advertising industry in Slovenia, and its competition segment offers a comprehensive overview of developments in Slovenian advertising, rewarding the most outstanding solutions. Selected from among 430 entries, Ljubljana’s activation won a silver award in the Creative Media Excellence category (Creative Use of Media – TV and Other Video Platforms).

In addition to this recognition, two more projects from the broader City of Ljubljana family were honoured. In the Craft Excellence section, the City of Ljubljana, in collaboration with Studio Reformatic, received a gold award in the Art Direction category for Poletna bitja (Summer Creatures), the original visual identity of the June in Ljubljana festival. The Museum and Galleries of Ljubljana were also awarded, earning a silver in the Digital Art Direction category for Culture with a Capital C, created in cooperation with DROM Agency.

Last year, Ljubljana was also recognised as the Most Original Host Destination at the 30th Tour of Slovenia. Additionally, a behind-the-scenes video capturing the making of the activation received a silver award this year at the international The Golden City Gate competition and festival in Berlin.