The brief

Launch and establish ETT as the e-bike brand to buy in the UK market. Position the brand as stylish, rebellious and cool in lifestyle media. Drive sales and display tangible editorial results to show investors the benefits of PR, to drive extra funding.

The solution

A multi-pronged media relations launch phase backed up by the creation of high quality video and photo assets.

FOCUS is driving brand awareness and positioning through national newspapers, credibility through trend websites and creating investment channels through quality business profiling.

We have over a decade long track record of consumer engagement in this market (through Vespa and the other Piaggio brands), allowing us to hit the ground running: we began this campaign from scratch, with limited product, no assets, and a burgeoning UK market opportunity.

The results

Top tier high quality lifestyle, tech and business profiling secured in the first five weeks equalling increased traffic to website, highlights include:

The Guardian, The Observer, Interview with Forbes, PFSK Trends and City AM.

Organic views of the video 15,000+.

Clear link between editorial and driving traffic to the website.

672% increase on previous like for like week total after launch.

When Guardian/Observer published there was a spike in traffic to website of 415% from daily average.