Trek has created the Go By Bike promotion to support its dealers and Bike Week for the whole of June.
The company has reduced its own prominence in the promotional material in favour of the Go By Bike message. This includes putting various health or environmental facts in front of the consumer to show the many benefits of cycling. The promotion majors on cycling as transportation.
In an email to consumers, Trek urged people to ‘Make a Change for the Better’, and provided a link to its own version of the Bike to Work Book.
The month long promotion is being run through participating Trek dealers only, who can offer their customers who buy a Trek, 10 percent of the value of that bike in free accessories.
Trek UK marketing manager Andrew Griffin said:
"Bike Week has long been on the agenda at Trek UK, with staff organising rides every year in order to raise money for local charities. This year is no different with the charity being one associated with providing cycling for disabled adults, Free Wheelers.
Where 2009 is different is in the promotion of cycling in Trek’s UK dealers. With cycling on such a steep growth trajectory, Bike Week for Trek has developed into Go By Bike month, with a promotion running in stores throughout June. The commercial focus is on commuter bikes, although the associated message is not product, but lifestyle orientated.
"Trek has long been associated with promoting cycling rather than just pushing product. This year, though, we’re trying to get the message out through the dealers instead of purely at the various events we sponsor. Bike Week is a unique opportunity where everyone involved is promoting the activity of cycling and not just focusing on the equipment. Go By Bike is Trek’s way of backing Bike Week."