Schwinn is looking to advertise their Select Series road bikes to target avid cycling enthusiasts aged 25-45. They want to reposition Schwinn from a family brand to a manufacturer of high-performance bikes that can compete with brands like Giant, Raleigh, and Trek. The advertising campaigns aim to position Schwinn Select bikes as high-quality road bikes for avid cyclists and emphasize that Schwinn uses top-of-the-line parts and has over 100 years of experience making bikes in America.

1. Client: Schwinn Select Series Date: 7-27-09
Project: Six advertising campaigns, 3 print ads in each + 1 outdoor, guerilla or online ad.
Job Number: 4
WHY ARE WE ADVERTISING?
Schwinn is one of the oldest American bicycle manufacturers, and a trusted brand among consumers. They make
a wide range of bikes, including BMX bikes, children’s bikes, and cruising bikes. However, their “bikes for the
whole family” image has hurt them in the lucrative high-end road bike market.
With their Select Series, Schwinn is trying to reposition themselves as a manufacturer of high-performance, quality
bikes to rival those of companies like Giant, Raleigh, and Trek.
WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH?
Get people to consider Schwinn Select bikes when looking for a road bike.
WHO ARE WE TALKING TO?
Cycling enthusiasts. 60/40 male to female split. Ages 25 – 45. They cycle during spring, summer and fall. They
know most of the major brands but are not as brand loyal as the most hardcore cyclists. They like to do timed road
races for fun, but only really compete against themselves. They want to buy a quality performance bike, but within
reason—they aren’t willing to drop $5k on a new bike. They’ve heard of Schwinn, and probably generally like the
brand, but don’t yet consider them a high-performance bike manufacturer.
WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS?
Schwinn Select bikes are high performance road bikes for the avid cyclist.
WHAT ARE THE REASONS TO BELIEVE THIS?
Schwinn uses top-of-the-line parts from companies like Shimano, and they’ve been making bikes in America for
111 years. They’re a trustworthy company with trustworthy products.
TONE & MANNER
Smart and cool, but within the voice of Schwinn. They can have some edge, but they can’t turn into an X-Games
company. These are highly knowledgeable bike experts.
MANDATORIES
Company name
THIS MIGHT HELP
Web site: http://schwinnbikes.com/
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