BikeExchange has launched its first global brand campaign, to highlight "the passion of cyclists from all over the world".
The new campaign, ‘Where the world rides’, is led by a new brand film and has been developed in partnership with Saatchi and Saatchi, Melbourne after its appointment as the global hub agency for BikeExchange.
It will be launched digitally in all ten markets and in four languages: English, German, Dutch and Spanish.
The launch of the campaign coincides with the release of new technology product innovations that are designed to "better connect cycling retailers and brands with millions of bike enthusiasts from around the world".
The new products include webstores, enhanced data and insights on consumer usage, third party partnerships and multistore connectivity.
Mark Watkin, global CEO of BikeExchange, said: “Cycling is much more than a sport or a hobby. It’s a passion shared by millions of people from all over the world.
“Our marketplace group already attracts 34 million users a year and drives more than $500 million in enquiries for our more than 2,000 retail customers around the world.
“With the global cycling market expected to be worth $80 billion by 2026, we’ve invested significantly in new technology product innovations that will help make it easier for cycling consumers and cycling retailers to connect, sell and buy.
“BikeExchange’s success is seeing the success of our retail members and brands connecting with consumers.
“Importantly, our business model recognises that cyclists will spend significant time when researching and shortlisting bikes and new technology products on our platform, before going in-store to buy from our retail partners.
“We want to make the choice as easy as possible. Our platform gives retailers detailed insights about consumer preferences and behaviours that allows them to provide this value-added service.
“For example, our research shows that someone who buys a new road bike will spend an additional 30 per cent with our retail partners in the following 12 to 18 months.
“BikeExchange is all about fuelling the passion of cycling by making it easier for people in the United Kingdom and around the world, to buy and sell.
“The ‘Where the world rides’ campaign and our new technology suite are all aimed at supporting our retail partners so they can connect to millions of cycling lovers and potential customers around the world.”
Brooke Tully, CEO of BikeExchange UK and Ireland, said: “It’s brilliant to see a campaign easily articulate what we are to consumers and therefore how we help our retailers.
“As we approach winter here, it’s paramount we do everything we can to make it easy for consumers to find and buy cycling brands and products, and in so doing help our UK and Ireland bike stores make more sales.”