NEW YORK: Bicycle company Schwinn will launch a new communications effort encouraging mommy bloggers to engage in and promote cycling, as part of its $5 million integrated marketing campaign to establish a more emotional connection with families.
“I think we've always been big with families but had to refocus our message towards moms,” said Andrew Coccari, CMO of Schwinn parent company Dorel Recreation & Leisure. “Obviously, she's the person who controls the purchasing decisions and a majority of the transactions.”
The effort is the second phase of a campaign that began in March and was initially focused on trade media outreach, said Chris Brienza, VP at Coyne, the agency handling the project.
“This is very much [targeting] the family, recreational rider, or people who might not have ridden a bike in years,” said Brienza. “It's to reactivate them.”
For the program launching later this month, the team will send bikes to relevant outlets and mommy bloggers, many of whom will be from blogging community MyBlogSpark, explained Brienza, and encourage them to document their family cycling experience on their blogs.
The outreach materials and RideSchwinn.com and SchwinnJoyRide.com microsites will also include information on local biking trips and routes in various regions, as well as a journal app for cyclists to update.
Coccari said the PR team is specifically working to reach consumers online, where they can talk about the biking category and Schwinn brand. The websites, he added, "are geared toward the brand experience of riding and give consumers the tools to get back on a bike in a non-confrontational way.”
The timing of the May launch is in conjunction with Mother's Day and National Bike Month.
Coccari would not disclose the PR budget.