One of the most memorable episodes in the History of motorcycling It took place in May 1996, on the last return of the Jerez Grand Prix. Álex Crivillé was ahead of his great rival, the Australian Mick Doohan. The triumph seemed safe and the world championship was at stake. Suddenly, in an unexpected turn, fans were carried away Because of the passion that characterizes this circuit, they invaded the track ahead of time, Crivillé stopped and, a few meters from the finish line, Doohan advanced it. A few seconds later, in a desperate attempt to recover the position, Crivillé fell saying goodbye to the Grand Prix and a championship that would take three more years to get.

With this event as Insight of reference, the Ernest agency has devised an action for tourism and sport from Andalusia that they have baptized as “Excusebird marketing”. Thus, the communication platform has been created “Sorry, Alex” who has seen the light with the launch of a Merchandising Collection Biker: Hundreds of t -shirts, caps, stickers and flags have merged into the common cry of a hobby that had pending collective apology. A symbolic way of showing affection to the historic champion and reminding him that, although that time he exceeded, he has never stopped supporting him.

As a result, the Andalusia brand has been achieved to capture attention, reinforce its notoriety and visibility and expand its role as a sponsor.

And in a few hours, as they explain from the Ernest agency in a statement, pilots, mechanics, teams, journalists and thousands of fans adopted the initiative as their own. “Sorry, Alex” was a trend in social networkshe became news in general media and continued to train until he became a clamor that has even transcended the community of motor sport fans.

Adrián Gómez Sola, Chief Innovation Office of Tourism and Andalusian Sports, explained that the idea was to cease to be only an economic driver of the events to occupy a more integrated role. Capitalize better sponsorships and do so well that, in the medium term, “The promoter saw in this one more attribute to choose Andalusia in front of other competitors who bid for the main events of the world. This campaign is very special because it not only understands the biker community, but also the promoter of the event and the Jerez circuit. In addition, it does so from respect and affection, which is the only way to achieve genuine results.”

Álex Crivillétwice world champion of motorcycling, he has expressed for his part: “I am very excited about this action. To fans of that career of 96, I forgive you, of course. I don’t forget it. But I love you equally.”