Canada’s Garneau has launched a new campaign featuring cyclists of all levels whose passion to ride has fuelled various accomplishments. The ‘Live Your Dream’ campaign debuts this week in print and digital advertisements, social media messaging, and via the company’s communications; it will continue throughout the year, highlighting the stories of nine different riders.
The Live Your Dream campaign features athletes with diverse athletic backgrounds, including a child who rode his bike year round to school, a novice rider training for a long-distance ride, a pro cyclist with Olympic dreams, and an IRONMAN World Champion hopeful. This will be Garneau’s largest campaign since ‘The Cycling Solution’ was launched in 2003.
“These are real people telling their own stories. Everybody is unique, with his and her own dreams, and we hope to engage with riders at that level,” explained Eric Sakalowsky, Garneau’s Global Marketing Director.
“We are about the people riding our products and we hope their stories and dreams will encourage others to ride more and with more passion.”
The print and online campaign will be featured across numerous platforms. As part of the campaign, Garneau will also ramp-up social media efforts on Facebook, Twitter, Instagram, YouTube, and Pinterest.
Garneau will further enhance the “Live Your Dream” message with:
- A redesigned website launching this spring to improve the consumer experience through greater content and usability
- A revised sponsorship strategy that includes a NASCAR Driver and other unique personalities
- An Ambassador Program with over 30 individuals throughout North America, each with compelling stories that will further convey the messaging via social media
Today, the Louis Garneau Group employs close to 450 people and its sales are constantly increasing. Louis Garneau Sports Inc has become a world-class company thanks to its innovative products, its international sponsorships and the sale of its products in approximately 40 countries.
The company has been constantly growing and more than ever concentrates its efforts on R&D and innovation. Louis Garneau is a flourishing group which provides cycle wear for a multitude of world-renowned cyclists. In the current Tour de France, Team Europcar professional cycling team is wearing Garneau clothes and accessories.
