ExtraGiro It is a communications company that, with the work it has done in recent years, is demonstrating its ability to connect the dots. Marco Pavarini e Marco Selleri They have set out to assemble a multifaceted puzzle: sport, mobility, local promotion, and a digital history of two-wheeled travel.
It will indeed be ExtraGiro to tell the story of cycle tourism on the official portal of the Ministry of Tourism, Italia.it. An opportunity to capture what cycling represents and showcase it to the world.
In parallel to this project there is the new version 2.0 of the Widespread Digital Museum of Cycling, an App made with Len Service Onlus, which allows you to discover the territories of Italy through the lens of cycling and its historic challenges. All enriched by the collaboration with theLight Archive which will allow you to recover films and images dating from the 20s to the post-war period.
Museum 2.0
The fundamental experience of organizing the Giro d'Italia Youth, from 2017 to 2022, has allowed ExtraGiro to travel the Peninsula to collect cycling stories that deserve to be told to the whole world. Experiences in line with the new format of Italia.it, which is based on a series of values of uniqueness, belonging and respect for the territory that drive the creation of valuable content and collaborations.
"The collaboration with Archivio Luce – explains Marco Pavarini, director of ExtraGiro – as well as the editorial partnership with the Ministry of Tourism for ad hoc content on the italia.it portal, represent our mission. Promote the area through a popular sport and from the epic history like cycling is our purpose.
We're proud of the work we've done so far and are relaunching it, confident that the Diffused Digital Museum platform can increasingly serve as a tool for public administrations to showcase their local communities through sport and cycling tourism.
Through Italia.it
For Pavarini and Selleri, the agreement with the Ministry of Tourism is a further step forward towards their mission of use the narrative power of the bicycle to tell and promote the territoryThe portal represents the Ministry's primary tool for developing tourism internationally: a platform that presents Italy with a modern and simple narrative, creating new connections between users and local offerings.
"There is a strategy of the Ministry of Tourism," says Pavarini, "initiated by the previous government to move Italian territories through Italia.it. Speaking with them, we found out that cycle tourism has an important valueWe have therefore become their interlocutors to tell the territories through cycling. That is, publish on this portal for distribution worldwide, the perspective that cycling offers in certain regions. We started from our history, with the knowledge we've gained through the Giro d'Italia Giovani, plus the collection of content from the Diffused Digital Cycling Museum, and we offered ourselves as communications and storytelling partners.
«Our aim is to to mark those places that have a strong connection with cycling. But also that of to link the territories with what the events are. So, it's a promotion for future events, such as cycling races or passages of races like the Giro or Tour. The shared purpose was clear from the start. It all stems from ExtraGiro's strategy of organizing races but also sharing the values of the lands that host us."
New projects
ExtraGiro's goal is certainly to further deepen its content with new editions and more solid projects, both sporting and cultural.
«We will organize the Trophy Laigueglia – says Pavarini – we will use a double narrative, both with the Museum portal and with the Italia.it portal. We have a year ahead with many projects aimed at cycle tourism, gravel and mountain bike races, as well as more amateur and festive events which we'll announce soon. We'll launch new event formats in March, always related to cycling and promoting the local area."
«There is a huge demand for land at the momentCommunities and administrations that have understood the potential of this sport are starting to move in this direction. Investments are increasingly important, born from a PNRR that provided the means to build cycle paths and cycle-tourism routes. The region knows that infrastructure alone isn't enough and therefore also needs promotion.
Young riders people at the center
Investing in young people Nowadays, it represents more of a necessity than an opportunity. ExtraGiro hasn't backed away from this concept and has decided to strengthen its commitment in this direction as well.
"We're looking at cycling," Pavarini explains, "to make it easier and more accessible for all ages. We will soon announce a project for young people too. A path of approach for them. The sporting experience must be increasingly festive. From a recreational perspective, this is our commitment. Instead, from a mobility perspective, we have positioned ourselves on this theme of mobility management, as well as on the sports one We're continuing to work on this. Young riders people are our next challenge, investing in the new generations. The “Bici Imparo” logo that we gave to the Federation five years ago makes us proud because it is increasing its value and helping the little ones. We're already working on another project along these lines.
«Security – he concludes – is another essential issueParents are afraid to put their children on bikes. Mom and dad are the first to involve and reassure. The system must move to deploy the resources to put this safety guarantee into practice. We're trying to make things accessible and safe with clear messages and communications. The key to everything remains cycle tourism."
