As part of a press event, we got the chance to sound launch the "Ride for a Better Hamburg" campaign in cooperation with Jung from Matt/SPORTS GmbH.


When you’re promoting cycling, it’s best to set a good example. That was certainly the Mayor of Hamburg’s approach and many journalists were only too happy to join him. From the Rathausplatz, we all cycled down the famous Reeperbahn to Spielbudenplatz where there were two events. First, some of Hamburg’s best-known artists performed a cycling song they had written for around 100 guests, which was accompanied by a music video projected on the walls the St. Pauli clubhouse. After the applause had died down, Mayor Dr. Peter Tschentscher officially welcomed the guests and the event moved indoors with a press conference at GAGA. Inside, everything was bike-themed. Two-wheelers of all kinds dangled from the ceiling and the walls. Even the burgers were branded with a bicycle logo!


Just over 100 guests, members of the press and influencers got the campaign to establish Hamburg as cycling city off to a flying start. The event and the campaign achieved plenty of press coverage and there was an outstanding response from the wider public. Hamburgers, it’s time to pump up your tires and get out there!