The Warner Bros. thematic channels will broadcast the campaign to promote the island as an attractive place to practice sports.

The Councillor of Transition, Tourism and Sports, Andreu Serra, has attended the presentation of the new promotional campaign of the island as a sports destination that will be carried out through the thematic channels of Warner Bros: Eurosport, Global Cycling Network, Golf Digest and Golf TV.

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Sacha Layer, Vice President of Global AD Sales & Partnerships – Warner Bros – Discovery, and Florian Pavia, General Manager of the UCI Track Champions League, explained the details of the campaign. The presentation was also attended by the island’s Director of Tourism Promotion, Lucía Escribano; the island’s Director of Transition and Planning, Joan Gaspar Vallori; and the Manager of Global Ad Sales & Partnerships Warner Bros – Discovery, Rémi Trapero.

The representatives of the audiovisual group have highlighted that throughout 2022 they will continue with the actions initiated in 2021, a strategy based on: broadcasting a new spot about Mallorca as a sports destination broadcast simultaneously to 52 European countries; the retransmission of content about paddle tennis, triathlon and cycling in Mallorca; as well as the broadcasting of episodes about the golf offer in Mallorca on their thematic channels for this sport.

In his welcome speech, Councillor Serra stressed the importance of “this promotional action, which helps to consolidate some of the main axes of our strategy: the depersonalisation of the destination and the consolidation of the sports tourism product. Mallorca is already an international benchmark in this field; our natural environment, Mediterranean climate and excellent infrastructures make us leaders in this sector”.

Outstanding impact in 2021

Sacha Layer stressed in his speech that what is presented is a continuation of the activities carried out in 2021 and has been based on “analyzing and identifying the needs of promoting the destination” to promote it as a year-round destination through a product, sports, which has special interest to the seasons of autumn, winter and spring.

As for the results of the first action developed with the audiovisual group, in order to know the details of the impact, an external audit was carried out by Warner Bros. to “objectively measure the qualitative results of the campaign”.

In this sense, Layer emphasised that 55 million impacts were achieved throughout Europe”. Likewise, 45% of those surveyed by the auditing company answered with the phrase “I would like to visit Mallorca” and, also, an increase of 51% of people who “recommend the island as a travel destination” has been detected.

UCI Track Champions League 2022

The presentation also unveiled the main novelties of the new edition of the UCI Track Champions League, whose inaugural round will be held on the island for the second consecutive year.

“The UCI Track Champions League are the 72 best track cyclists in the world, competing in 5 rounds, in the best velodromes in Europe, with a unique, very innovative and absolutely spectacular sporting format. Our aim is to bring track cycling back to the popularity it deserves, making it more accessible, easier to follow and more entertaining. All this while raising it to the highest sporting level”, emphasised the General Director of the event, Florian Pavia.

In terms of media coverage, the premiere of the UCI Track Champions League in Mallorca generated more than 1000 articles in digital media, 2.3 billion impacts and more than 16 million euros in media value. And in terms of television audience, 8.7 million viewers were reached on Eurosport, which equates to a media value of more than 14 million euros, based on a total of 30 hours of broadcasting in 54 countries and in more than 20 languages for the round held at the Illes Balears velodrome.

Tickets to attend live the first round of the UCI Track Champions League can be purchased online through the platform movesmallorca and the link https://movesmallorca.com/tc-events/round-1-super-launch-12-de-novembre/.

The organisers have set a special reduced price of 10 euros to facilitate the attendance of the largest possible local audience, while the price for non-residents will be 25 euros.