Schwinn is inviting America to go for a ride, re-energizing Americas most iconic bicycle brand with an integrated national marketing campaign, including a full dealer activation and support programs.
The new Schwinn national marketing campaign is aimed at boosting sales of Schwinn in both the mass and IBD channels. Starting this month, collateral will begin appearing in full-page magazine ads, national cable TV and will utilize a wide range of digital strategies, including display, search and social media. In select markets, tent events and local media will also be supported. Creative is centered on the iconic wholesome, nostalgic appeal of the bicycle bell-what Schwinn believes is a call to action to reconnect with whats important in life. Consumers will be directed to RideSchwinn.com for tips on organizing family rides, bike safety and fitness programs.
Equally as important as this consumer marketing campaign is our renewed commitment to the IBD channel, adds Benjamin. Throughout the coming months, Cycling Sports Group sales representatives will be actively seeking to support current and new Schwinn IBDs. In early May, Schwinn will run a consumer promotion, and will provide qualifying dealers with point-of-sale materials and consumer collateral, plus local market support, including heavily subsidized coop advertising.
Now is a great time to be a Schwinn dealer, says Benjamin. And with the Spring riding season and Americas renewed interest in fitness and earth-friendly cycling, its also perfect timing for this entire marketing and dealer-activation program. Schwinn is the bicycle most Americans learned to ride on. Its the perfect season to refresh that love affair.
