The Lenzerheide holiday region launched the Bike Kingdom Lenzerheide for the 2020 bike season - a world in which everything revolves around mountain biking. The focus is on mountain bikers, with Lenzerheide foregoing the traditional political tourism jumble and creating a fascinating symbiosis between a real and digital world of action sport. This is done using the specially developed Bike Kingdom app, which creates emotions, belonging and recognition for bike trails that have been ridden.
One kingdom, two bike parks, six regions, 900 kilometers of single trails - that's the new Bike Kingdom Lenzerheide, for which Lenzerheide, Arosa and Chur have come together to form one of the largest bike regions in the Alps. The holiday region Lenzerheide starts a new bike era with this cross-destination brand, whereby the topic of mountain biking gains the size and importance that has been worked towards in recent years. Lenzerheide deliberately goes one step further with Bike Kingdom and does not rest on the success of the past few years - on the contrary: Lenzerheide as the "Next Level Mountain Bike Destination" is the goal of the repositioning.
App as a contemporary communication and sales channel
The Bike Kingdom app is a digital companion that shapes the bike experience in Lenzerheide. "The goal is to eliminate the pain points along the customer journey. The app is intended to accompany the guest on his bike adventure and ensure through personalized tips that everyone who comes to Lenzerheide mountain biking goes home with the best possible experience," said Marc Schlüssel, Head of Marketing at Lenzerheide Marketing and Support AG.
Live information such as the status of the lifts or trails, where the nearest bike service station is located and a shop with curated offers for bikers can be found on the app. But it doesn't stay with such a conventional destination app. The GPS recording makes it possible to present personalized tips to the guest and to make them aware of trails, that they might also like.
"The app accompanies our guests along their holiday experience and automatically offers them the relevant information and offers. Families are thus shown child-friendly routes, while, for example, users who are not on site are not bothered by lunch menus from mountain restaurants. Like no other element of the new Bike Kingdom, it stands for our digital mindset and our direction for the future. We are delighted to have set a milestone in tourism with this combination of the real and digital world ", continued Schlüssel.
"While, for example, users who are not on site are not bothered with lunch menus from mountain restaurants. Like no other element of the new Bike Kingdom, it stands for our digital mindset and our direction for the future. We are delighted to have set a milestone in tourism with this combination of the real and digital world ", Schlüssel added.
Modern knight games with digital support
Another USP of the app is the concept of gamification and gratification. Contrary to the trend of virtual reality, where biking through Lenzerheide at home on the couch, the holiday region uses the technology to strengthen the real bike experience. The central elements of the new "bike playground" are the challenges and the clan battle. In the challenges, every app user can earn individual rewards, for example by completing 500 vertical meters in one day or using the Rothornbahn three times in a weekend. In addition to the digital badges, there is a cool drink at a bar in the region or unique merchandise as a reward. The community idea comes into play in the so-called clan battles. Every app-using rider in the Bike Kingdom can join one of the three clans "Flow", "Drop" or "Shred" and together with his clansmen try to conquer or defend the individual regions of the Bike Kingdom in the daily clan battle. The victorious clan is rewarded with exclusive advantages in the Bike Kingdom.
Corona prevention thanks to GPS data
The app is also of great advantage from the point of view of corona prevention. The GPS recording makes it possible to analyze the biker's driving behavior and to present personalized bike experiences. This enables hotspots to be evaluated and alternatives to be proposed, just as the Lenzerheide holiday region is doing throughout summer communication with the #entdeckelenzerheide campaign. For bikers this means in concrete terms that with the help of the app they can be better "distributed" in the six different regions and that they benefit from tailor-made tips.
The new Bike Kingdom app is available as a free download for iOS and Android systems. All information can be found on the bikekingdom.ch website.
Lenzerheide Marketing and Support AG: Marc Schlüssel (Head of Marketing), Pascal Krieger (Brand Manager), Caspar Mücke (User Engagement), Carmen Hartmann (PR / Media); Other responsible persons: Inside labs: Kris Paasila, Michael Krähenbühl, Curdin Barandun, Daniel Medina, Julian Vaupel, Stefanie Jakob (app conception and development), Creative Intelligence Society: Niels Schäfer, Simon Smit, Sebastian Durband, Matthias Adolf (strategy and concept) .