Why shouldn’t a folding bike be as good as a non-folding bike? Crosshead Bikes asked Aspire to introduce its innovative products to a wider audience and tell the story of folding bikes that offer powerful performance beyond the usual commuter ride.
Helping the story unfold
Crosshead Bikes is a design and manufacturing company based in Kent. The company has spent the last 8 years developing an innovative range of high-performance, compact, folding bikes for all types of cyclist.
Pioneered by its entrepreneurial founder Stuart Lambert, Crosshead Bikes feature a unique Z-fold technology that allows riders to easily fold the bike into a compact package in seconds.
Aspire partnered with Crosshead Bikes to help launch it as a market challenger in the UK and establish its brand reputation with the mainstream cycling media and wider lifestyle press.
“Getting such credible coverage for Crosshead in such a crowded marketplace has been great for the brand.”
Telling a beautifully engineered story
The first step in preparing for the launch of Crosshead Bikes was crafting a detailed PR plan to maximise coverage in target publications.
The next step was brand activation and content creation. Aspire organised an aspirational lifestyle photo shoot and oversaw the creation of the brand story, educational media packs and FAQs.
Everything was co-ordinated to highlight the USPs of the bikes and the importance of Stuart’s background as a product designer in London and Milan.
Crosshead Bikes is more than innovative folding and performance technology. It’s a story of engineering, entrepreneurship and a deep passion for cycling.
Co-ordinated launch activity
Pieces of targeted media coverage to secure credible reviews
Total media reach from online and print coverage
Introduced the brand to relevant media
Riding away to success
Aspire’s launch project captured the imagination of the cycling press resulting in coverage in prominent print and online titles including Cyclist, Outdoor Fitness, Bikes Etc, Velocity and Gadgethead among others.
The detailed reviews firmly asserted that Crosshead is a must-have brand with a number of advantages over its main market rival:
‘Aimed at riders who want to go faster or further than Brompton buyers’ – Cyclist Magazine
Lifestyle titles such as The Guardian, FT’s How To Spend It and the Square Mile were also introduced to the Crosshead brand for future reviews.
Having achieved a positive outcome with improved, aspirational content and an appropriately repositioned brand, we’re now working together to raise brand awareness further and introduce this exciting new brand to growing numbers of UK cyclists.
To see the results of Aspire’s work with Crosshead Bikes visit www.crosshead.co.uk