Ribble Cycles is launching its first ever TV advertising campaign. This will air on UK terrestrial TV on June 26th, to coincide with the start of this year’s Tour de France.
The campaign aims to harnesses the brand’s passion for cycling, the breadth of its product range and will embrace the excitement and buzz around this year’s TdF to showcase their brand to a wider cycling audience.
“Our decision to trial TV advertising and create our first ever TV advert is aligned with our drive to become synonymous with great British cycling and is part of our vision for the future growth of the business,” said Andy Smallwood, CEO at Ribble Cycles.
“The advert combined with our continued investment into our customer journey, experience and R&D will ensure that Ribble is at the forefront of cycling in the UK – delivering a world-class range and inspiring more people into the world of cycling, and maybe even another Tour de France champion in the future.”
The advert features four key bikes from the current range and has been designed to allow each product to showcase its own unique propositions and to capture the enjoyment of cycling across different genres.
This ranges from the pro peloton to the off-road thrill seeker and the commuter to the everyday enthusiast. Designed, filmed and curated by Ribble’s in-house content production team, the advert focuses on the riders’ physical and emotional experience, and the enjoyment that comes from riding a bike from a brand that has been designing and hand-building British bikes since 1897.
Three versions of the commercial have been created: 1x 30 secs and 2x 10 secs. These will air on ITV4 throughout its full three week coverage of the TdF as well as being available on Ribble’s media channels.
