For the Slovenske gorice destination we designed a complete cycling product: from field verification of the vineyard routes through experience-led descriptions to placement on the leading navigation platforms.
Slovenske gorice is one of the first Slovenian wine-country destinations to have fully digitalised its cycling product and placed it on the leading global platforms — from family loops through the vineyards to longer road and gravel tours along the ridges.
Slovenske gorice already had its vineyard hinterland, its iconic wooden klopotec rattles and a varied hilly landscape — but no single cycling story. The brief: turn scattered paths into a coherent product.
The destination spanned several municipalities (Šentilj, Lenart, Cerkvenjak, Benedikt), held separate databases of existing routes, had partially signed infrastructure and no unified description of the cyclist's experience.
The client's goal was a cycling product that would also make sense to an international visitor and land directly on the platforms where cyclists actually plan their trips.
We structured the project in four phases and ran each one with the destination as an equal partner — from research through to the promotional package.
All six routes cover the full range of the destination — from town loops to mountain climbs.
