Canyon believes transport is undergoing a revolution. Greener, more sustainable choices and a renewed focus on the cities of the future will transform how we all travel. Canyon, with its pioneering heritage in high performance bikes, asked Aspire to showcase its innovative, hybrid e-bike range and its vision for urban mobility.
Introducing innovation, now and tomorrow
Canyon Bikes is a leading cycle manufacturer based in Germany. The brand’s bikes are highly regarded for performance by everyone from top Tour de France professionals to everyday commuters and recreational cyclists.
Canyon’s Precede:ON is the company’s latest e-bike range. These innovative products further establish Canyon as a market leader, responding to customer demand and the rise in e-bike usage.
Canyon is also thinking one step ahead, developing an urban mobility concept that could transform city transport in the future.
Aspire’s role was to place Precede:ON e-bikes on the radar of the UK’s most important and persuasive media and decision-makers. And also, to drive brand buzz about Canyon’s vision of transport both now and in the long-term.
“It’s exciting to see a major bicycle brand such as Canyon looking at a smart solution to urban transportation.”
Collaborating on a new narrative
Aspire and Canyon worked closely together to put on a launch event in London. The event would showcase both the Precede:ON and the future mobility concept to the UK market’s most valued stakeholders.
The goal was to drive news generation, maintain Canyon’s market-leading position and create a new narrative to drive longer-lead tech and business coverage in national newspaper titles.
Aspire organised everything to ensure the event would be a success. We arranged logistics, crafted all necessary assets, invited and secured attendees and helped everything run smoothly on the day.
Aspire also set up one-to-one interviews with Roman Arnold, the founder and CEO of Canyon Bicycles, so key media could hear first-hand about the evolution of Canyon as a brand and its vision for the future of urban mobility.
There were 22 attendees from titles such as Ala CHAMP Magazine, Monocle, Cycling Weekly, Wired, The Independent and Forbes.
Positioning Canyon as a disruptor
pieces of media coverage
Establishing the mobility brand of the future
The launch event resulted in coverage online, in print, podcasts and social posts that positioned Canyon as a disruptive, progressive, innovative and insightful brand.
We successfully communicated the message that Canyon is a company that cleverly responds to consumer shifts, positively champions the evolution of its products and is delivering the shape of things to come. Additionally, the interviews with Roman Arnold helped to give Canyon a personable identity.
The event generated a huge impression including an online readership of 1.17 billion. Hero pieces included Forbes.com, The Independent, The Spokesmen and The Next Web.
The Precede:ON received positive coverage in Cycling Weekly, T3 and Coach.co.uk. Bike Radar acclaimed “The Precede:ON is the e-bike for the future” and Metro said “Canyon’s new urban e-bike, Precede:ON, has a futuristic-looking carbon frame with a powerful Bosch motor and battery seamlessly incorporated into the frame”.
Canyon’s urban mobility revolution is only just beginning.