MTB

TransCape 'It's Time' campaign launched

By Full Stop Communications - Ad

Billed as a special journey, the TransCape mountain bike race has positioned itself as one of the most iconic adventures on the South African cycling calendar in a new promotional video.

Taking place from Knysna to Franschhoek in the Western Cape, the seven-day, 614km route delivers a hard-core mountain bike event, softened by a healthy degree of luxury services at the conclusion of each day.

With more than 250 riders gearing up for next year’s expedition from February 4, race organisers ASG Events are encouraging cycling enthusiasts from across the globe not to miss a memorable event.
With the campaign’s theme of “It’s Time”, ASG Events chief executive officer Wynand de Villiers said they wanted to make sure cyclists had no regrets when they reflected on their careers.

“We are constantly reminded about how short life is and how precious our time is during our fleeting journey in this world. It’s what we do with our time that ultimately defines us.”

He added that the concept of life and time inspired them to capture the essence of the TransCape, driven by Volvo, in the video.

“The TransCape is much more than just a mountain bike experience – it is a life experience,” said De Villiers. “It has captured a very special place in the hearts of everyone who has taken part because it is such an extraordinary journey.”

There is no easy way to complete a seven-day race in excess of 600km, but the ASG boss said they wanted to encourage cyclists to have fun as they found an outlet for the stress of everyday life.
“This is the time to be a kid again, a time to play, get dirty, sweat and suffer,” he said. “This is a time to explore new horizons.”

After the day’s racing, he added, there was time to relax and to forge new friendships.

Rat Race Media managing director Dewald Visser, who put the video together, emphasised the theme of living your dream.

“The only thing we all have in common is time,” he said. “Some have less than others and some people waste more time than others.

“But eventually we do run out of time and if we do not reach our goals or dreams, it is seen as a waste of time.

“The idea is ‘It’s Time’ to really spoil yourself and enter TransCape 2018. You might never ever get the opportunity again. Why wait?”

He added that the video aimed to show a brief glimpse of life, with the focus on the things which made people happy.

“For some this can be having kids, wealth or a great job. For the mountain biker who enjoys life, it is to enter the TransCape.

“We want to put out an invitation as much as a challenge to mountain bikers. This is not an easy race, but definitely a bucket list event.”