Our first episode for Radon's Euro Trails was an iconic dirt jump location in Spain. Palm trees, balmy evenings and teenage kicks were order of the day. For Episode 2, which we filmed back in October 2019, we wanted to tell more of a story, and bring light to some unsung hero's.
We were amazed Radon backed this for a number of reasons;
1) The builders behind trails are not sexy, glamorous or often well known, despite their creations being loved by thousands of people. This makes it harder to grab the audience's attention.
2) Because of issue 1, assigning budget to a project like this takes some serious conviction and a long term view of where you'd like your brand to be placed. We know that supporting trail builders creates good brand capital, as it should, but it takes longer to get cut through.
With all that cleared up, we jumped in the van and set off for the 4 hour journey south and west to North Wales.