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  • Eroica Britannia 2014. PR

    Involved in planning and creative input from the start LARK had begun working on Eroica Britannia almost 2 years in the making. An amazingly exciting new entry for a UK festival over 3 days which revolved around the concept of ‘The Great British Adventure’. (Named as such by LARK which formed the under pinnings of the event’s principles and direction)

    LARK was responsible for all media relations across the board on a global scale, from festival launch to daily festival life, as well as of course the all important post event coverage.

    We worked across all disciplines – trade, industry, specialist, local, regional, national, international for print and online plus TV, radio both local, regional and national.

    The tasks in hand were exquisite yet challenging and multi-level. The balance of appeal was a fine one.

    The Ride.

    The goal – 1500 pre-registered riders.
    We achieved. 2000 pre-registered riders.

    Target audiences varied from niche passionate cycling aficionados who had already experienced Eroica Italy (read BIG EROICA FANS), Cycling buffs, head over heels in love with their sport, riders just starting out with cycling and who wanted a challenge, the list was endless!

    The Festival.

    The goal – 15,000 visitors over the 3 days.
    We achieved 30,000 visitors over the 3 days.

    How do you convince the Great British public to come to a festival which had vintage cycling at its heart? Yes – cycling is wheeling its way into the consciousness of a large proportion of society – but we wanted to showcase an event which had lifestyle – fashion, heritage, food, drink, music, family fun and good times at its heart. It was all about imaginations. We wanted to capture those romantic notions of ‘festival’ to tempt them to the Peak District for a grand festival day out – hell – a grand 3 days out! And yes dear reader – yes, they came.

    The Figures


    £1,800,000.00 press coverage for the duration of the pre-event campaign

    Coverage on 60 international blogs

    25 international photographers present at the festival

    50 international press attended the event

    TV & RADIO

    ITV prime time Cycle Show

    BBC Midlands Today prime time news

    InCycle 450 Million viewers Worldwide. Plus has been adopted by British Airways and Virgin Airlines for in-flight entertainment.

    BBC Radio Sheffield/Derby live interviews and coverage for the full 3 days


    45 countries represented at Eroica Britannia including Thailand, USA, Australia, Singapore, Europe, Canada. China. Brazil.


    £1,075,056.00 spent in the Peak District over the 3 days. Based on PDNP Ave spend per day figures.


    The Most Handsome Festival in the World is all set as the prelude for ‘The Most Handsome Bike Ride in the World’. This is the debut event for a UK audience on home turf. The event has historically been run in the warm Tuscan lands of Italy for the past 17 years. Famously known as ‘The Most Handsome Bike Ride in the World’ due to the beautiful spectacle the ride creates as thousands of vintage clad riders adventure through miles of wild and untamed countryside.

    2 years in the making L’Eroica Britannia is one of the most talked about events in the cycling and festival calendars and is arriving on the 20th-22nd June, in the green and lush lands of England. It is a free entry 3 day boutique festival dedicated to fashion, flamboyant dressing up, 3 days of glorious vintage sales, acres of shopping, local and street food, drink, live bands and of course heroic cycling. L’Eroica literally translates from Italian as ‘the Heroes’ which provides the perfect tone to proceedings.

    The event is set to make iconic British history in Bakewell, Peak District National Park. The festival will be declared officially open by The Duke of Devonshire KCVO, CBE, DL on the 20th of June. The most handsome of events is supported by 200 brands present at the festival including a multitude of local businesses and Instagram, Lush, Hendrick’s Gin, Brooks of England, The Movember Foundation, Thornbridge Brewery and Holdsworth.

    John Smedley have taken inspiration from the 1930′s and created limited edition bespoke Merino wool vintage inspired ‘Man of Steel’ cycling jerseys especially for the occasion. Riders will pass under the Lea Bridge where the jerseys are actually made.

    Known as the Great British Adventure the 3 days are all about the Best of British – with the romance of heritage and elegant aesthetics at its heart. The pinnacle of the festival on the 22nd June is a three route bike tour of the white (off) roads of some of the most magical and uncharted landscape and wild vistas of The Peak District, including the private lands of the Chatsworth Estate.

    The tour has 2000 riders taking part who choose either a 30, 55 or the ‘Man of Steel’ 100 mile route which they tackle on pre-1987 vintage road bikes dressed to the nines in glorious vintage apparel and accessories. The tour will call at 6 famous and lesser known villages of the Peak who are hosting their own mini festivals and surprising and delighting riders with food stops brimming with local food and drink. The reputation that Eroica Britannia evokes for adventure, style and passion has spread like wildfire across the globe inspiring 30% riders from as far as Belgium, France, Germany, Italy, Hong Kong, Singapore, Switzerland, South Africa and the USA.

    Festival revellers and riders alike are all competing in the quintessentially British ‘Best in Show’ hosted on the Village Green where the Best Dressed will be paraded for spectacular spectator sport and rewarded with accolades and captured for prosperity by the Instagram booth. The soundtrack to the festival is open air British cool with headline bands, Gregory S Davies Band – championed by Dermot O’Leary on Radio 2, The Payroll Union and the Daydream Club, Vogue and Rolling Stone Magazine favourites. The festival drink of choice? Bottles of L’Eroica Britannia Pale Ale, known as The Most Handsome Ale in the World of course, brewed just up the road by the World famous Thornbridge brewery.

    Eroica Britannia