BikeBiz Bicycle and cycling retail news
Specialized has appointed publisher Farrelly Atkinson to create an advertising campaign to promote its concept stores.
There are now ten Specialized Concept Stores in the UK, with more planned. The stores will be promoted in major cycling magazines and websites in the autumn.
Anne Immelmann, Specialized marketing manager, said: “Specialized are pioneering Concept Stores in the UK and we have exciting plans for the future to maintain Specialized’s reputation for service, technology and quality. We were looking for an agency that really understood the relationship between store and customer and had a genuine feel for, and knowledge of, the market. On top of that we were keen to convey the brand values of Specialized Concept Stores in an engaging and exciting way. Farrelly Atkinson came in with some very strong ideas that we felt really hit the nail on the head.”
Simon Stansfield, publishing director for Farrelly Atkinson commented: “We are all very proud to be chosen to create this campaign for Specialized Concept Stores, and to be associated with one of the world’s most prestigious bike brands. The creative straddles print and digital and F-At understands both of these media very well. That knowledge, combined with our insight into the cycling industry, enabled us to present a compelling pitch.”
