Pitch is the first consultancy the retailer has worked with specifically for cycling.
The agency has been briefed to help Halfords establish itself as the go-to place for bikes, cycling products and mechanical expertise, as part of a 12-month retained contract.
Gerry Murphy, group brand marketing director at Halfords, said: ‘Pitch impressed us with their fresh ideas on how to make Halfords famous for cycling and they have a true understanding of our business and our objectives.’
As part of the PR strategy, Pitch will target national, consumer lifestyle and specialist publications both in print and online, in addition to advising on digital and social media strategy.
The cycling market is expected to grow by five per cent over the coming year, following the success of British cyclists such as Mark Cavendish and Victoria Pendleton. Pendleton will launch a bike range with Halfords in March.
Henry Chappell, chief executive of Pitch, said: ‘Cycling has enjoyed a surge in popularity in recent years and, with the Olympics on the horizon, this is only set to increase.
‘We have a wealth of experience working with cycling projects and are well placed to deliver a compelling consumer PR campaign.’
The Pitch team, led by associate director Drew Barrand, has already negotiated a sponsorship agreement with Cycle Slam 2012, a 22-day charity cycle ride from Olympia, Greece, to the London venue for the 2012 Olympic and Paralympic Games.
It will be led by sporting legends Lawrence Dallaglio and Freddie Flintoff.