Complex PR and media relations campaign for Le Grand brand

Customer

Le Grand is a line of stylish urban bikes. The brand belongs to Kross S.A., the largest Polish bicycle manufacturer and accessory.

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

 

  • presenting ladies’ bikes 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 Le Grand 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, summer and autumn
  • 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
  • spring-summer campaign with selected lifestyle and fashion bloggers
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Results

  • over 350 publications in national lifestyle titles for women, enthusiasts of physical activity like Zwierciadlo.pl, Polki.pl, Interia.pl, Gazeta.pl, Kafeteria.pl, Dziennik.pl, Claudia.pl and others arranged within 10 months
  • more than 10 publications in printed media including women’s magazine Twój Styl, Elle, Claudia, Grazia, Joy, Olivia
  • presenting a Le Grand bike – Virginia 5 – at the TV spot on TVN Style’s autumn schedule
  • Reaching over 350,000 engaged blogger’s fans
  • Photo sessions with Originals and Utility bikes
  • 5 blog entries along with author blogger
  • 16 posts in social media (Facebook, Instagram), which have enjoyed over 6.1 thousand likes and almost 600 comments
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Press pack

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