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BMC, the manufacturer of Swiss premium bikes, and Switzerland Tourism ST invited the international media on a press trip as part of their strategic partnership. BMC unveiled three new mountain bikes to the 15 invited journalists, including the e-bike “BMC Trailfox AMP”.
ST worked together with Valais Promotion to find the right testing area. The bike journalists rode up and down mountains in Leukerbad, Zermatt, Grimentz and Verbier. The articles, richly illustrated with landscape photographs, indicate that the journalists had an eye for more than just the new bikes. This partnership enabled ST to bolster the image of Switzerland as a place for mountain biking.