Our task to create an integrated PR & Marketing plan for this emerging bike brand to achieve maximum value from their investment in exhibiting at The Triathlon Show – their first consumer show in the UK.
Aspire worked closely with Dassi on their first expo in the UK at the Triathlon Show at Sandown Park. We developed a marketing and PR plan that would ensure a long period of coverage for the client with the show being the pinnacle of the activities.
Prior to the show we helped refine the brand’s messaging. We advised on the look and feel of the expo stand and undertook communications and social media activity, including competitions on Twitter and Facebook in the run up to the event. The Dassi time-trial bike and the women’s Elite Triathlon Team were launched to the media through press releases and targeted pitches.
At the show itself we facilitated face-to-face meet ups with journalists to further cement the relationships we had established within the media and held a public launch of the Women’s Elite Triathlon Team, with Q&A, at a 220 Triathlon Show Seminar. Together with our client we initiated the concept of an exclusive Dassi Members Club. By means of invite only, elite athletes, Dassi owners and friends of Dassi attended a breakfast and Ride Out on the busiest day of the expo – an event that was valued by all.
Social media and press activity continued long after the expo closed its doors. Press coverage was achieved in the trade and consumer press including tri247.com, triRadar.com, 220 Triathlon Online and Cycling Weekly. The client has since been inundated with partnership approaches from key industry players following the show and sales generated quickly covered the expenditure of the event far exceeding expectation. There was an undeniable buzz at the stand putting Dassi firmly on the map.
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