Co-creating the value proposition for a unique, seasonal travel offering
At a high level, one euro invested in cycling brings 8 back to society. Nordkapp engaged into a two-year program with Inari-Saariselkä travel organisation to crystallise the cycling value proposition and offer the unique northern territory with its open fells, both in summer and winter.
Together with the local entrepreneurs we create a unique value proposition based on the natural competitive advantage of the area — large open fells and forests. Thus the idea of “Open Fells and Taiga Forest” created the brand Open Fell Biking which we started making real head on.
From the get-go, the identity was created to be classic, timeless and targeted to international audiences as a lifestyle brand, instead of just in-the-know-niche. The open fells with long winter and extensive snowpack includes naturally summer trails for both organic and e-fat-, gravel and mountain bikes and winter biking, for fat e-bikes. The artefacts we’ve created to support the concept include summer and winter maps, and other brand touchpoints to support the local entrepreneurs in making the concept fly.