2025

Vëlosummer

Entrant

ampersand.studio

Category

Outdoor Advertising - Outdoor Campaign

Client's Name

General Directorate for Tourism of the Ministry for the Economy

Country / Region

Luxembourg

Vëlosummer — “Discover Luxembourg by bike!”

Launched by the General Directorate for Tourism of the Ministry for the Economy and the Ministry for Mobility, the summer cycling-tourism initiative is combining sport, nature, and tourism.
In partnership with 67 towns, no fewer than 13 routes (covering more than 500 km) are available for locals and tourists to discover fascinating cultural attractions and to explore a range of breathtaking landscapes.

The campaign shows exactly those spots—from the cyclist’s perspective (WYSIWYG).
With the handlebars as the unifying element of the entire campaign.