Complex PR and media relations campaign for Kross City brand

Customer

KROSS S.A., the biggest Polish manufaturer of bicycle and cycling accessories

Type of campaign

product PR produktu, media relations with marketing mix elements

Target group

fashion-conscious and active women, lifestyle magazines for women, fashion and fitness media

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Aims

  • communicating customer’s corporate message of the company offering wide range of bicycles, not only MTB models for professionals but also trekking and lifestyle city models
  • presenting ladies’ bikes from City series in opinion leading titles as elegant, fashionable yet comfortable and practical means of everyday transport
  • supporting customers’ advertising activities so as to make the message more credible
  • showing Kross as the brand taking care of educating readers in many health aspects
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Tools

  •  creative press materials sent to media – guide articles, ready articles, infographics
  • intense media relations with key editors working in women’s titles and TV programs on hobby and market novelties
  • arranging product placement publications in articles on being fit in spring and summer as well as novelties in “cycle chic” style
  • creating a series of guide articles for women taking care of their health, figure or elegance
  • designing and running contests in opinion leading printed and online titles backed up by series of guide articles published by the above media
  • celebrity PR, camoaign involving well known active and pro-eco women promoting healthy life /Vivo/
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Results

  •  over 80 publications in national lifestyle titles for women, enthusiasts of physical activity and biking lovers arranged witin 7 months
  • more than 10 publications in printed media including photo gallery with well-known TV  actress Katarzyna Zielińska in the biggest women’s magazine Twój Styl, product placement in numerous lifestyle mags Sukces, Happy, Shape, Essence, Voyage, Twoje dziecko
  • presenting the bikes in TV programs – „Woman’s gadgets” on TVN and „ Ewa gotuje” on Polsat
  • cooperation with luxury women’s magazine „Zwierciadło”including arranging a contest promoted in printed version, online version, 2 Facebook fanpages run by the mag’s editors and series of articles on biking and choosing the right bicycle
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Press pack

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