Client: Carrera Bikes / Halfords
Project name: 2011 Range launch
Objective: Range launch to specialist press
Detail / Execution: In the thick of ‘house show season’ and with a vast array of extremely premium 2012 bike launches, a first look at the 2011 Carreras was never going to get the press buzzing. However, BS&T knows the enthusiast press like no other, working with key journalists to let them drive the date and venue meant that Halfords was seen to be working with the press rather than dictating to them, something that was appreciated and the appreciation manifested itself in attendance.
Evaluation: With every major publishing house represented, all key review editors and a number of bloggers the event was a success. Positive coverage began to appear on the web less than two hours after the event, we hadn’t even finished packing the bikes away!
