Swedish adventure sports gear manufacturer, Silva, appointed Pelican to launch a new range of cycling lights. A well established brand in the orienteering and general outdoor market, Silva recognised that penetrating the specialist bike market would require a new approach.
To generate media interest and take advantage of the numbers drawn to the London Bike Show, Pelican hired the historic Herne Hill Velodrome to stage a launch event, on the first evening of the show. Journalists, retailers and other stakeholders were invited to the event which offered the opportunity to ride the iconic track used for the 1948 Olympic Games. Transport to the venue, equipment including track bikes (with a fixed wheel drive train) and catering was provided. As an outdoor venue, the evening event was ideally suited to showcasing the new range of lights.
More than 20 riders took to the historic track to test Silva’s powerful new lights and competed in an informal 450m time trial challenge.
A video documenting the event and footage of the race was produced which included testimonials from retailers and stakeholders. The film was used throughout the campaign including a showing at Keswick Mountain Festival’s Bike Night, hosted by Singletrack Magazine’s editor Chipps Chippendale.
The event proved to be an excellent platform to launch the campaign and provided high quality editorial content for future use. It was followed by positive media coverage across all the key cycling titles.