City of Cyclists

Director: Tine Škrbec

Producer: Vito Pešič

Producer Company: McCann Slovenia

Agency:

Client: Ljubljana Tourism

Country: Slovenia

Synopsis

In 2024, Ljubljana amplified its international visibility by hosting the start of the third stage of the Tour of Slovenia cycling race. This stage, from Ljubljana to Nova Gorica, embraced the theme of 'culture,' celebrating Nova Gorica’s designation as the European Capital of Culture 2025. Spectacular cultural performances—including cycling choreographies and adrenaline-fueled stunts—were staged at iconic landmarks, blending sports, culture, and creativity in a truly unique way. The video showcases Ljubljana’s dedication to sharing its love of sports, culture, and innovation with a global audience. Combining dynamic footage from diverse sources—national television, Eurosport helicopter footage, and original material—it paints a vivid picture of how communities unite around shared values. This is a celebration of Ljubljana’s commitment to sustainability and its vision of a brighter, greener future.

Objectives

Ljubljana, awarded the prestigious title of European Green Capital 2016 and the holder of the Slovenia Green Platinum label, stands out as a global leader in sustainable tourism. With its authentic commitment to sustainability, the city has created a high-quality, green, and welcoming environment for both residents and visitors. The heart of Ljubljana's sustainability journey lies in innovative urban solutions: • A car-free city center: Since 2008, a 12-hectare area—the largest of its kind in the EU—has been closed to motorized traffic, creating a haven for pedestrians and cyclists. • Eco-friendly transportation: The Bicikelj bike-sharing system, with 82 stations and 820 bikes, offers nearly free rentals, while the Ljubljana Bike project ensures affordable rentals at the Tourist Information Center. • A charming old town: With its traffic-free streets, stunning architecture, and vibrant atmosphere, Ljubljana’s historic core has become a heaven for peaceful exploration. The pupose was to showcase Ljubljana as an innovative, culturally rich, and eco-friendly destination to international audiences.