BikeBiz Bicycle and cycling retail news
Exclusive Skyway California distributor Avocet Sports has revealed it will be promoting the range in a new TV ad campaign that will run until Christmas.
Costing over £100,000, the 30 second commercial will appear over 200 times from November 22nd until December 21st across Sky channels. The ad will be broadcast during programmes like The Simpsons, Soccer a.m., Family Guy and Malcolm in the Middle.
The ad will lead consumers to the Avocet website, from which they’ll be able to discover their nearest Skyway stockist – dealers who stock at least five Skyway models will be listed on the site. A separate section for Wheel-only stockists will be listed online too. The commercial will feature the line "from all good bike shops".
"This is a huge investment in BMX for Avocet," explained Wayne Clark. "We have seen a massive demand this year for Skyway equipped BMX bikes and we were able to secure an extra five figure quantity from our suppliers in October as the direct result of a cancelled order from a UK major bike importer.
"All the bikes are shipped and this gives us confidence to invest in this TV campaign. We have used a professional TV production company and have been advised professionally on the target audience / programme selection by two Companies who work with National retailers who are household names."
Channels Sky One, two and three will feature the ad, alongside 16 other targeted channels. The web pages will be spruced up with a ‘cool’ makeover for the target audience and will feature a three minute version of the advert.
There are more TV campaigns in the pipeline too, according to Clark: "I am very excited to be involved in this campaign. We are planning further campaigns for Easter and Summer 2011 in different market sectors.
"Skyway wheels are still manufactured in California using Dupont materials and are the only Mag wheels that comply with the new EN tolerance standards."
Avocet will also run awareness campaigns to promote the range. Ad packs will be sent to Skyway stockists before the ad is broadcast.
Dealers seeking further info can contact Avocet on the following numbers:
Dawn Fryer: 0161 727 4051
Wayne Clarke: 0161 727 4050 for BMX
Iain Pollitt-Walmsley: 0161 727 4058 for aftermarket Wheels and Skyway accessories, including Grips, Brake pads and POS material.
