Shizuoka Cycling Tourism Roadshow - ACTIV Brand Management



Working with the Shizuoka Prefectural Government in Japan, our Roadshow covered thousands of km’s, visiting major cycling events and busy CBD locations around Australia. Our ‘Virtual’ cycling activation successfully promoted Shizuoka, (2021 Tokyo Olympics host city) as a tourism hot spot for Aussie cyclists.

The Brief

The Shizuoka Prefecture in Japan will play host to all things cycling during the Tokyo 2020 Olympics (now 2021). They came to us wanting to leverage this once in a life time opportunity to promote their prefecture to millions of Australians, particularly cycling enthusiasts.

The objective?

Promote Shizuoka as a ‘must visit’ holiday destination particularly for cyclists. Positioning Japan as a much friendlier, cleaner, safer and cheaper alternative to traditional European ‘cycling holiday’ destinations.

The Result

Our brand activation vehicle was transformed into a ‘Pop-Up’ Shizuoka Tourism hub.

We gave cycling fans the opportunity to experience the beauty of riding in Shizuoka without leaving Australia, thanks to a suite of custom made Shizuoka rides, built for FULGAZ, the world’s most realistic virtual cycling app. 

With hardware supplied by Wahoo Fitness and vital support from Cycling Australia, our roadshow made it’s way around the country travelling  4,000km’s across 3 states and one territory. We chatted to thousands of fans about the beauty of Shizuoka in our beautiful ‘Japanese’ inspired Brand Activation Vehicle. We even had some immediate travel tour bookings too!

Places Visited

  • Australian Road Nationals (Ballarat, VIC)

  • Tour Down Under (Adelaide, SA)

  • Martin Place, Sydney

  • City Square, ACT

  • Southbank, VIC

Coupled with our SMS ‘Instant Win’ competition, we captured over 1,000 new names and emails to continue to nurture the relationships that we built in person and promote Shizuoka tourism, well past the finish line.

Campaign Reach

Campaign Impressions

Shizuoka Virtual FulGaz Rides Completed