The key to a good bike launch is having the right people in the room. By aligning the client's preferred key territories with a tier-1 media hit list, we ensured riders across all target markets were served with high-quality reporting at the launch moment.

We worked with Basso to create a hit list, and set about securing attendance. The camp followed a format we've used before: one week, with two separate groups of journalists to ensure a depth of brand connection not afforded when running product launches in huge groups.

After an airport collection in Catania, journalists enjoyed a welcome lunch before being introduced to the bikes & given time to set them up. Then, a quick shake-out ride (~35km / 1000m) in the dusty hills ending with a quick road descent down to Naxos for dinner & drinks.

Then came the main event. Following an in-depth product presentation over breakfast, we left the agriturismo and headed for the volcano. Some of the hardest riding we've ever done saw us climb around 1800m in 50km, much of it on loose volcanic ash. Breathtakingly beautiful, and also incredibly painful.

The group ended having a fairly eventful dinner in Francavilla di Sicilia (where some of The Godfather II was filmed, no less) whereby small strips of very nice steak were hand fed into the open mouths of waiting journalists, like little expectant baby seagulls. The less said about that, the better. But there is video evidence.

After one too many grappas... we bowled home and went to bed. Then woke up and did it all over again with the second group.

Special shout-out to the local tour guide, Danilo, for some exceptional hosting and for introducing us to Catanian Seltz, one of the most refreshing drinks we've ever tried (it's literally sea salt, lemon juice, and fizzy water... just trust us...)