Dust developed a dedicated editorial campaign for premium bicycle brand, Canyon, that increased awareness for its accessible, direct-to-consumer business model and spotlighted the style driven Urban and fitness specific Roadlite product ranges for men and women.
Connecting the brand with active and affluent individuals not already immersed in bike culture, the approach was to secure visibility outside of core cycling press and position the brand in luxury, lifestyle and national media titles. Dust PR also facilitated media and influencer trials and reviews of the bikes, deepening the product narratives and allowing for more substantial coverage to be secured.
PR + Media Relations
Digital + Social Media
The editorial campaign delivered a total PR value of £1.3 million and a combined print, online and social media reach of 162 million. Coverage in top tier titles included GQ, Men’s Health, The Guardian, The Observer Magazine, Stuff, Yahoo Sport and Jocks&Nerds.