As cycle participation reached record highs, ZyroFisher wanted to let more people know about Altura and the other cycling brands it represents. While ZyroFisher had PR contacts in the cycling world, it asked Aspire to use its knowledge of the lifestyle and fitness media to reach a more mainstream audience.
Riding a wave of popularity
ZyroFisher is the largest privately-owned cycling parts and accessories distributor in the UK. They represent more than 30 brands including Altura, Bell, Giro, Blackburn, Camelbak, Panaracer, Torq and more.
Aspire began working with ZyroFisher in 2016 handling lifestyle PR projects for its brands including the UK’s best-selling cycling apparel brand, Altura.
The ZyroFisher brands were already known in the specialist cycling press but needed a push to reach the growing numbers of people taking up cycling.
Aspire were asked to create campaigns that would showcase ZyroFisher brands in the mainstream press and create a social buzz about cycling and the kit required.
“The jersey is made from a special fabric that’s engineered to wick excess moisture away from the skin. If you spin regularly, perhaps you’ve already invested in such attire?”
Reaching out through influencers
Having already worked closely with ZyroFisher’s leading cycling brand Altura we identified opportunities to raise its profile in the mainstream.
The ‘Indoor Cycling Just Got Better’ event
We invited health and fitness influencers and bloggers to experience Altura’s products and learn about the benefits of cyclewear for indoor cycling.
The event at BOOM Cycle, an indoor cycling studio in London, involved a high-tempo, fun, indoor cycling session. The influencers were kitted out in Altura cyclewear. Tony Vickers, Altura Brand Manager, introduced the products through an informal talk explaining the benefits of the kit, such as improved style, comfort and performance.
Supporting influencers in ‘Ride London’
Ride London, a legacy of the 2012 Olympics, brings the best professional cyclists and thousands of spectators to the streets of London. It was the perfect chance to showcase Altura’s women’s product range through key influencers participating in the event.
We selected 5 influencers from a shortlist of 20: a BBC Radio 2 presenter, blogger, fitness blogger and a PT trainer and writer. We sent each influencer an introduction to Altura together with an explanation as to how Altura kit could help them reach their Ride London goals.
We advised the influencers on the best way to engage with Altura through social channels before, during and after the event and sent out kit packs to use for training and for the day of the event.
Capitalising on ‘Cycle to Work Day’
Cycle to Work Day is a national event held annually in September. It aims to encourage everyone to take to two wheels and cycle to work for at least one day.
Our objective was to use this attention to position Altura as helpful experts in all things cycling.
We selected fitness and TV personality Julie Montague and ex-Olympian Sally Gunnell from a shortlist of potential influencers with a genuine passion for cycling. We introduced them to the Altura brand and gifted them an ultimate safety and performance kit.
Raising the profile of Altura
Our co-ordinated campaign using influencers and bloggers had a great success in promoting Altura and the ZyroFisher brands to a wider audience.
The ‘Indoor Cycling Just Got Better’ event received coverage in lifestyle blogs such as Face Up Beauty / Face Up Fitness. The Altura ambassadors for Ride London helped generate a buzz on social media through their own posts and account activity, and by responding positively to tweets from Altura.
For Cycle to Work Day we ran a Twitter competition and Altura employees tweeted their own love for cycling. A blog post was uploaded to Huffington Post with top tips for continuing to cycle through the winter months.
Readers were encouraged to continue the discussion on social media using the hashtag #AlturaCommute.
For more information go to www.zyrofisher.co.uk.