Our brief was to manage Dassi’s sponsorship of the PruHealth ITU World Triathlon London 2014 as Official Bike Partner.
Our client, British bespoke carbon bike brand Dassi took up the opportunity to be the Official Bike Partner at the PruHealth ITU World Triathlon London at Hyde Park. This prestigious international event took place across the weekend 31st May – 1st June. Dassi’s relationship with the ITU blossomed following an introduction at the Triathlon Show Expo in February. Dassi was singled out as a pro-active British company enthusiastic to engage with the ITU audience.
In the run up to the event, we provided Top Triathlon Tips from the Dassi Elite athletes for newsletters and features distributed to the ITU database. A bespoke bike was given to incentivize signups to the Corporate Relay giving Dassi brilliant exposure to a key audience. We were able to use participation and grandstand tickets to excite the ‘friends of Dassi’ database and to reach out to new followers on social media.
At the event itself, Dassi had brand presence around the race circuit by way of 150m of scrim and flags. They also had one of the largest and best-positioned stands within the expo area. A marquee became home for the weekend and a bubbly breakfast kicked off proceedings on the Saturday morning. Marketing activities at the event included a business card drop within the VIP Area – with a competition incentive to win a holiday in France and a flyer drop to 6000 triathlon participants featuring a competition to win a Carbon Frame Set and training holiday to France.
The Elite athletes received an exclusive Dassi watch in their goodie bag. Dassi sponsored athletes, Mark Buckingham and Gillian Sanders competed in the ITU Elite Men’s and Women’s Triathlons respectfully. On the Sunday, Charlotte Hanson, Dana Voysey and TV presenter Charlie Webster took part in the relay. There was extensive coverage on the BBC TV. Mark Buckingham achieved the fastest bike split in the Elite Men’s race on his striking yellow Dassi and the Elite Women’s Triathlon Team won in the Open Olympic relay, their first team win on home soil.
Since the event took place Dassi has featured on solus emails from the ITU and has been making the most of content on its social media channels. Numerous leads were generated from the marquee in the expo area. Official Bike Partner to the PruHealth ITU World Triathlon London 2014 was a fantastic opportunity for Dassi, a young company, to be present on a world class sporting stage.
Dassi provides elegant performance based bike products that address the rider’s desire for individualism. They offer the upmost flexibility for customisation to create the perfect interface between the rider and bike. With head turning style and meticulous rider testing, Dassi makes the owner part of the design and build experience, from component selection to bespoke paintwork, all of which are manufactured to order.
Aspire started working with Dassi in January 2014, providing Marketing and PR services to this emerging brand in the cycling industry. Our remit includes traditional PR, event support, blogger outreach and social content plans. We also manage Dassi’s photographic needs.
For more information www.dassi.com