From Gravel Trails to Snail Mail – Become a Gravel Champion!

THE BRIEF

Partner with Tourism WA to create an engaging and memorable visitor activation for the 2026 UCI Gravel World Championships in Nannup, Western Australia.

The objective was to deliver an interactive experience that celebrated the excitement of world-class gravel cycling while showcasing Nannup and the stunning natural landscapes of Western Australia's South West.

With international competitors, cycling enthusiasts, families and visitors descending on Nannup, the activation needed to attract attention, engage people of all ages and provide a unique take-home keepsake that captured their experience of the championships.

Tourism WA wanted something that went beyond a traditional souvenir. The challenge was to create an experience that connected visitors with the destination, encouraged participation and gave them something memorable to take home and share with family and friends.

What better way to capture a travel memory than with a personalised postcard?

THE SOLUTION

Tourism WA partnered with Vivid Media to deliver an innovative AI Postcard Activation, transforming everyday visitors into gravel cycling champions against the spectacular backdrop of Nannup's trails and natural bushland.

Using our AI-powered photo technology, guests were photographed and transformed into professional gravel cyclists, riding through the rugged trails and picturesque landscapes of Western Australia's South West.

Within moments, visitors received their very own personalised postcard featuring themselves as the star of the 2026 UCI Gravel World Championships. But this wasn't just another photo souvenir.

Each postcard featured a specially designed reverse side, complete with space for a handwritten message, recipient's address and postage stamp, allowing guests to embrace the nostalgia of sending a traditional postcard home.

The concept was simple: Become a Gravel Champion. Capture the Moment. Send It Home.

By combining cutting-edge AI technology with the timeless charm of a traditional postcard, the activation created a unique connection between the visitor, the event and the destination.

The experience was designed to maximise engagement through:

• Personalised AI-generated gravel cycling postcards

• Authentic Nannup trail and Australian bushland backgrounds

• The opportunity to become a gravel cycling champion without getting on a bike

• Professionally printed postcards with a traditional writable reverse side

• A family-friendly experience suitable for visitors of all ages

• A unique souvenir that could be kept, displayed or posted to loved ones around the world

  
  

THE OUTCOME

The Tourism WA AI Postcard Activation proved to be a huge hit with visitors throughout the 2026 UCI Gravel World Championships, attracting cycling fans, families and spectators eager to see themselves transformed into gravel champions.

Guests loved seeing their personalised images come to life, with many proudly showing off their postcards and sharing the experience with others. One of the biggest surprises was the overwhelming interest in additional postcard prints. Rather than simply taking home a single souvenir, visitors wanted multiple copies to send to their brothers, sisters, children, grandchildren and friends. The postcards became more than just a keepsake; they became something personal that guests wanted to share with the people who couldn't be there.

The traditional postcard format added another dimension to the experience, bringing together modern AI technology and the nostalgic joy of sending a handwritten message through the post.

Every postcard also became a miniature advertisement for Nannup and Western Australia, carrying images of the region's beautiful landscapes into homes across Australia and potentially around the world.

By combining innovative technology, personalised storytelling and a traditional travel souvenir, Tourism WA successfully delivered an activation that celebrated the excitement of the UCI Gravel World Championships while showcasing the natural beauty of Nannup.

The result was more than just a photo activation. It was a personalised piece of Western Australia that visitors could take home, share and send around the world.