SBB

RCA PR shifted into gear to turn the campaign “Ride your bike, earn a day off” into a media hit. With a sharp strategy, perfectly timed press moment, and relatable ambassadors, we built a narrative the press couldn’t ignore.

The challenge? To position SBB as a people-first employer in a tight job market — particularly for hard-to-fill roles like accountants and tax advisors. The tangible benefit of an extra vacation day gave the story additional punch.

CEO Raf Dom literally got on his bike, riding from Heist-op-den-Berg to SBB's headquarters in Leuven. He wasn’t alone: former pro cyclist and commentator José De Cauwer joined him, and dozens of colleagues rode along. The result was a visually compelling and authentic portrayal of an organization truly moving for its people.

RCA PR turned the morning rush hour of April 25 into a press moment with purpose. We created a photogenic arrival in Leuven and simultaneously served national and regional media with ready-to-go story angles, from mobility and wellbeing to local employer branding.

Using results from an internal employee survey, we included relevant statistics about cycling habits and motivation in our press release. We also created tailored press invitations and releases for each province, giving journalists across the country a local hook.

The result? A campaign that perfectly reflected SBB’s DNA: sustainable, engaged, and close to its people. And thanks to RCA PR, it became a media-friendly initiative with impact — both in the streets and in the headlines.

• Our PR efforts reached nearly 6 million people, generating over €166,000 in ad value and nearly €50,000 in PR value.
• Coverage in national media outlets such as Het Laatste Nieuws, VRT NWS, De Morgen, HR Magazine and Trends.
• Regional media featured local employee stories in their areas, including ROB TV, Radio 2, Het Nieuwsblad, Gazet van Antwerpen, Made in Limburg, and Krant van West-Vlaanderen.
• Social media amplified the momentum: over 60 employees shared the initiative via their personal channels, creating widespread visibility.
• SBB’s own posts achieved strong organic reach with 12,600 views on LinkedIn, 2,416 on Instagram, and 12,987 on Facebook.
• Internally, the campaign created an exceptional buzz: more than 531 out of 580 employees actually cycled to work.