Cervelo - Launching the P5X - Sponge Marketing
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Cervelo – Launching the P5X

23 Aug Cervelo – Launching the P5X

Posted at 14:49h in Case Studies, PR by
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Sponge were appointed to support the launch of the highly anticipated, ground-breaking Cervelo P5X triathlon bike, at the Kona Ironman World Championships in 2016. 

Objective:

  • Amplify launch of the P5X in the UK to endemic media and non endemic media
  • Drive GB athletes to the Cervélo gallery in Kona

 

Our Thinking:

Sponge prepped the UK media prior to launch by creating a teaser campaign which comprised of a series of images, words and slogans. This helped to engage the press during the embargo period and enabled the media to act quickly upon receipt of the press release (11pm GMT / 12pm HAST). Press releases were tailored to suit various publications and markets – endemic and non endemic. Sponge distributed the appropriate release to relevant media contacts at the approved time.

Results:

We secured launch coverage with the The Observer, Stuff, Wired, Bike Channel, Tri247, 220 Triathlon, Triathlon World, Triathlon Magazine, BikeRadar and Slowtwitch.