Question: Cornwall is often seen as ‘a bit too far’ for many. Having just launched the new ‘West Kernow Way’, how do we bring more adventure-seekers to Cornwall and prove how accommodating, reachable and worthwhile the county is as a destination for the growing community of bikepackers and gravel riders?

Answer: Identifying and securing aligned brand and media partners, Matt proposed a travelog concept which visited Lucky Saint distributors along the new route and across Cornwall, celebrating the destination while strengthening the brand’s move into the growing cycling market.

Working with Pannier, the celebrated bikepacking storyteller and experience provider increased trust and guaranteed the most authentic and beautiful showcase of the region’s stunning landscapes (and exceptional hospitality) which are just a train-ride away for wild-camping adventurers.

Impact: Project remains well-loved by those involved and viewers alike and has contributed to the ever-growing attraction of Cornwall for cyclists.

Watch the film and read the Journal.