Barbados Cycling Festival 2017 - Sponge Marketing
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Barbados Cycling Festival 2017

Barbados Cycling Festival 2017

Barbados Tourism Marketing Inc. appointed Sponge Marketing to drive tourists to the island in its low season as well as amplify the destination’s Year of Sports.

Our Thinking:

Recognising Barbados’ active cycling scene, we created and delivered the island’s inaugural cycling festival for both road and MTB enthusiasts. In doing this, we unlocked Barbados to a cycling, adventure and lifestyle audience by inviting key members of the press to cover the festival editorially.


The inaugural cycling festival was a great success, and garnered coverage in Cyclist, Totally Active Magazine, Road Cycling UK and BikeBiz. Following the festival, TUI and Virgin Atlantic increased their airlift from major UK airports. Numbers for next year’s season are already up and the festival has helped eliminate the off-season.