Writing & reference

Essays, case studies
& the long answer.

Reference material on earned media, cycling tourism, destination marketing, and the fractional model — written for the brands, DMOs and tourism boards who want to understand the thinking before the call.

Case studies
GRAVAA: 60 million earned impressions, zero ad spend
Dutch cycling technology startup · Gravel Worlds + Paris-Roubaix · 2024
Pilot Cycles: More than 1 year of marketing growth in 6 weeks (+210 leads)
Two self-initiated trips · Morocco + long-form trip content · 2024–2026
Essays — earned media & strategy
What the ATTA's 2026 adventure travel report actually tells us
E-bikes, midlife women and why the tailwind phase is over · April 2026
Earned media in cycling tourism
How to generate reach without an advertising budget
Cycling tourism content strategy
What works, what doesn't, and why authenticity is not optional
Social media marketing for cycling brands
Organic growth, creator partnerships and production vs authenticity
Cycling trade shows as earned media moments
Eurobike, CyclingWorld Düsseldorf and the strategy most brands miss
What is a fractional marketing partner?
And why cycling brands and destinations are choosing this model
Essays — destinations & regions
Cycling destination marketing for DMOs and tourism boards
A practical guide to earned media, route content and long-term partnership
Cycling destination marketing in Europe
Strategy, distribution and the case for earned media
Adventure cycling marketing beyond Europe
Morocco, Turkey, East Africa and the international expedition portfolio
Cycling brand marketing in the Netherlands
Earned media, organic growth and the case against ad spend
About
Loek Luijbregts — the riding background behind the marketing work
Endurance cyclist, bikepacker, nine years in the field