Connecting with brand loyalists and giving them mantra that echoes their passions.
Through learning the reasons why Lynskey riders were loyal to the brand, we evolved the Lynskey brand and developed tone, voice, positioning and brand standards, that would be used as the strategy for an integrated campaign that spoke directly to future brand enthusiasts.
Whether they were hardcore mountain bikers or commuters each level of rider had stories to tell about their cycling passions. Using real riders and the “For all the reasons you ride” mantra we developed a platform that was executed through multiple traditional and digital channels. The mantra was also adaptable throughout the different product offerings in the Lynskey catalog of bikes, giving the campaign versatility and longevity.
