Trek
Brief
To launch Trek’s Super Commuter+ to luxury lifestyle press, positioning it as the benchmark in electric bikes, combining technological superiority with style, performance and comfort.
Strategy
The campaign was officially launched at the bike’s grand unveiling in Utrecht. Although this was essentially a trade event, the agency was allowed to invite one key consumer title, resulting in a large pre-launch exclusive in Tempus magazine
Jori White PR then followed this up with test rides with a carefully curated selection of target media, among them GQ, City A.M. and Good Housekeeping. A key focus of this activity was to promote the model as a viable alternative to the car for the daily commute, something that featured prominently in the exposure also achieved in both the Mail on Sunday’s Event magazine and the MailOnline. These features were so impactful that they were in turn picked up by a number of influential social media channels such as Wired
Influencers were also offered the chance to test ride the Super Commuter+, among them, Graham Norton and Chris Evans.
Results
Trek achieved widespread coverage in luxury lifestyle media to complement its own coverage in the dedicated cycling press. Sales of the Super Commuter+ exceeded expectations.
