Felt Racing, LLC has hired DVA Advertising & Public Relations to concept and produce their 2006 advertising campaign. DVA's efforts will focus on print and television ads for Felt's two most prominent product lines–road and triathlon bikes.
“Our first task will be to redefine who Felt Bicycles is as a company and as
a product in the minds of avid cyclists,” said Mary Ramos, director of
client services at DVA. “This starts with print and television advertising,
but focuses on a look, a feel and a brand that will be carried across other
marketing efforts and even across product lines.”
Felt's 2006 print campaign includes nearly 50 insertions in national cycling
magazines including VeloNews, ProCycling, Triathlete, Road, and Bicycle
Retailer & Industry News. Television ads will air during the inaugural AmGen
Tour of California (February 19-26), and possibly during other international
cycling coverage including the Tour de France, Giro d'Italia, Vuelta a
Espana, and more.
The campaign will also be made available to Felt distributors and dealers
worldwide, and may be adapted for other applications including tradeshows,
banners and catalogs.
DVA will begin filming and photography January 31 in Napa, Calif., where the
Colavita/Sutter Home Cycling Team, of which Felt is a sponsor, will be
holding their winter training camp.
“Felt has grown to a point where we need to focus our internal efforts on
doing what we do best, and that's building the finest bikes on the market,”
said Beverly Lucas, marketing director for Felt. “And we need to look to
outside experts like DVA and let them focus on doing what they do
best–build brands, specifically ours.”