BMC

The Lombardia Bicycle Race, also known as Il Lombardi, stands out as one of Italy’s premier one-day cycling classics. This exhilarating event, usually held in the fall, weaves its way through the stunning landscapes of Lombardy, presenting a challenging course for top-tier cyclists.

BMC, which stands for Bicycle Manufacturing Company, is a well-respected brand in the cycling world, renowned for its unwavering dedication to innovation and top-notch performance. During Il Lombardi, BMC joined forces with Paper Trails Europe to make waves in the city of Bergamo. This collaboration featured a range of guerrilla marketing tactics, including Wild Posting, Wild Stickering, and Chalk Graffiti. To add some digital flair to the mix, digital screens were strategically placed throughout Bergamo Airport, ensuring that BMC left an impression.