In early 2023, Thule went on a European Roadshow to showcase its latest innovations in urban and outdoor adventure design. With the Thule team visiting the most desirable landmarks in European capitals, it was Aspire’s turn to bring Thule’s brand, values, mission and visions to life in London.
Inspiring people to be active
The Thule Group is a Swedish company that aims to contribute to a more sustainable world by offering innovative, high-quality products that inspire people to live an active life.
Thule’s range of outdoor storage products, from bike racks and car tents to backpacks and bike trailers, are designed to help people explore the great outdoors and travel the world with family and friends.
When Thule went on a European Roadshow to raise awareness of the brand, Aspire used the opportunity to build relationships with the UK media, introduce the latest product line-up and deliver media exposure over time.
“Battersea Power Station was the perfect venue to showcase the Thule product range.”
Choosing an iconic London landmark
Our PR objectives were to build excitement and enhance the credibility of Thule by:
- building relationships and securing coverage with media and journalists new to the brand
- showcasing the latest brand film to share the true adventure spirit of the brand
- demonstrating the Thule Epos bike carrier that had just launched, to core cycling media
For the event venue we chose the recently refurbished Battersea Power Station on the banks of the River Thames. This legendary London landmark and surrounding area has been brought back to life after sitting derelict and is now one of London’s most exciting new shopping and leisure experiences.
This historic attraction was an ideal setting to deliver an immersive, creative and experiential media event where Thule presented itself in England’s capital for the first time.
The event began with an introduction from Thule followed by a private premiere screening of the Thule brand film in the luxury Cinema Under the Arches in the power station.
Our select group of high profile media and journalists from leading newspapers and active lifestyle publications were shown the Thule range and then the event finished in style with a sunset lift experience in one of the power station’s soaring chimneys.
Powering up the Thule brand
This was a fantastic first Thule activation for Aspire and it was an honour to kick-start Thule’s wider European Roadshow in London.
We had a brilliant and diverse mix of media attendees from national newspapers and consumer glossy titles to broadcasters and content creators.
Our guests were excited to see Thule in London for the very first time and it was great to see their excitement and energy looking at the full Thule product offering against the stunning backdrop of Battersea Power Station.
The feedback on the brand film was so positive that most of our guests wanted us to share the link again the next day to watch in their own time.
The event provided a real experiential opportunity to build on existing media relationships as well as form new ones.
The event has already been covered in the Financial Times and The Evening Standard and there’s lots more press coverage in the pipeline.
Aspire is hoping this is the start of many Thule European Roadshows. We look forward to welcoming Thule to London again soon – hopefully with some British sunshine next time.
