The UK’s largest specialist cycling retailer by number of stores will promote its products and services in a nationwide push across outdoor, print, social media, PR and point-of-sale promotions.
Evans Cycles hopes the activity will exploit a surge in sales of road bikes and an increase in visitors to its websites following the success of British cyclists such as Bradley Wiggins at the Olympic Games and Tour de France earlier this year. The retailer reported a 35 per cent increase in sales in the week following Wiggins’ historic win at the French race in July.
It will follow a marketing push to specifically promote a range of bikes developed in partnership with Sir Chris Hoy. The campaign will include print ads in both specialist cycling magazines and national titles alongside a social push and in-store promotions.
A spokesman for the brand says: “The great thing about a brand like this is that because its owned by Sir Chris Hoy it has got huge talkability. People are fascinated by what he will do next because he doesn’t do that many endorsements so we can really mine that through the brand building that we do and how we position it.”
Both campaigns are being developed in partnership with creative agency Antidote.
Last week (27 November), fellow Olympian Victoria Pendleton signed an expanded deal with Halfords to produce a new range of bikes. She will also write a regular blog for the retailer and is also developing a range of cycling accessories.