NEWBURY PARK, CA: Giant Bicycles is not a boastful brand name. The Taiwanese company is the largest manufacturer of bikes around the world, and second in sales to Trek in the US.
But the brand has only been in the US for about 15 years, as the company often made bicycles for other brands. To build its brand in the US among hard-core and casual bikers alike, the company has tapped Ogilvy PR Worldwide as its AOR in the US.
"We've got a ways to go before we have a brand like Schwinn," said Giant marketing coordinator Mark Langton. "Ogilvy demonstrated a very high level of competency in understanding our products and needs. They brought together a team that was very aware of bicycles and cycling enthusiasts."
But Ogilvy's first task will be to compel those who don't bike much, or haven't been on a bike in a while, to take a look at Giant's latest offering, the Revive DX. The new bike is lower to the ground and has a seat with back support, creating a more comfortable ride.
Ogilvy will help Giant target the lifestyle media, such as Parenting and Self, to promote the bike to aging baby boomers and families.
"They have had explosive growth among avid bike enthusiasts," said Clay Hausmann, MD for Ogilvy's San Francisco office. "But Giant also wants to be seen as a lifestyle brand.
The comfort bike is one of the fastest-growing categories, and they want to bring the Revive to a mainstream audience. We're going to develop a campaign that brings in the health and fitness components of bicycling."
"The largest segment right now for this bike is the aging baby boomer," added Langton. "They're looking for a bike that is low-impact that they can enjoy with the whole family."