Primož Roglič in a new campaign for family holidays in Eastern Slovenia, getting ready for La Vuelta

Published: 24.8.2023 More info

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Primož Roglič in a new campaign for family holidays in Eastern Slovenia, getting ready for La Vuelta

Olympic champion and three-time winner of La Vuelta, Primož Roglič, who is also the ambassador of Slovenian tourism, shines in a fresh STB's campaign promoting family getaways in eastern Slovenia, all while preparing to tackle the upcoming La Vuelta.

Primož Roglič in a new campaign for family holidays in Eastern Slovenia, getting ready for La Vuelta

Primož Roglič, an ambassador of Slovenian tourism, boasts an impressive cycling track record, including his current victory at Giro D'Italia. Beyond his sports achievements, his family stands as his greatest victory. Prior to his final major race of the year, La Vuelta, Primož, along with his wife Lora, embarked on family holidays in eastern Slovenia, recharging amidst quality family moments.

In partnership with Primož Roglič, the Slovenian Tourist Board (STB) has long been promoting Slovenia as a top destination for active outdoor holidays and athlete training. The latest campaign with the Roglič family shines a spotlight on family-oriented cycling experiences, natural wonders, cultural attractions, superb local cuisine, wines, and authentic escapes from daily routines.

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During the three-week Race of Spain, the STB is running a social media advertising campaign on Meta and X (formerly Twitter), primarily targeting the Spanish audience. A content-rich digital campaign complements the effort, offering daily updates during the Spanish race loop, while actively engaging online fans.

Follow Lora and Primož Roglič as they uncover the heart of eastern Slovenia

This new story takes Primož Roglič and his family on a journey to explore family and cycling experiences in eastern Slovenia. Their initial stop is Jeruzalem, home to the Sibon estate—a place, where one can relax and escape from daily hustle and bustle. The region boasts picturesque trails along the vineyards, ideal for cyclists of all levels. This year, a stage of Tour of Slovenia also ran there. Even the youngest members of the family, Lev and Aleks, find joy in Slovenia's countryside embrace, visiting the Firbas Tourist Farm. Amid their family holiday, Primož seizes the opportunity for cycling training, tracing the Drava cycle route that winds from Koroška to Ptuj, Slovenia's oldest city. Join them on this captivating journey through a landscape where family bonds and cycling passion and untouched nature harmonize seamlessly.

Discover the story

20 multi-day race victories set the stage for La Vuelta

Less than a week before the year's final major race, Roglič reaffirmed his exceptional form with a 20th multi-day race triumph, priming himself for a red jersey battle at the Tour of Spain. With three victories in the Spanish race and as the reigning Giro d'Italia champion, he enters the event from August 26 to September 17 as a pivotal contender. 

La Vuelta stands tall among the world's top three-week races, side by side with the Giro d'Italia and the Tour de France. Alongside Roglič, the Slovenian contingent features Jan Tratnik supporting him and Domen Novak, who secured a spot on the UAE team due to another rider's illness. As the final major race of the year, it offers a last chance for Roglič's rivals to seize a coveted jersey. Experts predict an intense contest for the red jersey right from the outset, forecasting this year's Tour of Spain to be one of the most-watched editions ever, thanks to its star-studded lineup.

Discover Primož Roglič's story

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