Dennis Publishing, owners of Cyclist Magazine, appointed us to develop a fresh new campaign to help push the magazine forward following its successful initial launch.
They were looking to create an advertising campaign that would resonate highly with their target audience and position Cyclist Magazine as a leader within this specialist sector.
Our creative solution tapped into the more aspirational side of cycling and positioned the magazine (literally!) at the centre of that world.
To this effect, the creative idea blended the stunning roads and landscapes cyclists aspire to ride along with the world of the magazine, each integral to the other.
The imagery used helped build the association between Cyclist Magazine and the consumer’s riding experience, creating a sense of partnership that further fuelled their passion for riding and their desire to further their knowledge on their sport.
The copy lines “The road beckons” and “Discover the road less ridden” also helped allude to expertise and specialist knowledge in the subject matter.
Results & Reactions
Dennis Publishing were delighted with the work and noticed an increase in uplift over the campaign period. Cyclist Magazine also had a set of assets that could subsequently be used across other channels to build a consistent, compelling message to their readers.