Category: CORPORATE COMMUNICATION

Ērenpreis Original (Latvia)NEW ĒRENPREISS BICYCLES’ LAUNCH

Summary

Long time ago Latvia was popular not only by it’s chocolate, black balsam or dark bread, but also by it’s high quality city bicycles. Although Latvia’s infrastructure is not very adjusted for city bicycles, during last two years bicycle users have increased by two times.

Campaign’s aim was to introduce the relaunch of Latvia’s legendary Ērenpreiss bicycles- the first bicycles produced in renewed Latvia, painstangly and lovingly built by combining old traditions with new, modern technical requirements with a target that also today each of it’s owners could say with pride – MY BICYCLE.

Promotion srategy was based on researching and involving bicycle lovers’ community, creating creative launch event and using media relations, actively engaging with society through social media and different events and activities, as well as joint co-operation projects. Not using paid advertising.

In result every second person in Latvia has heard about Ērenpreiss. Publicity covered all local as well as some international media. Many co-operation partners ensured free advertising. 10 countries showed interest in export co-operation and in 7 countries export is started. Achieved thousands of followers in social media and the first bicycle production parcel is almost sold out.

Situation

In early 20’s bicycle production in Latvia was very developed. One of the largest factories was Gustav Ērenpreiss bicycle factory thanks to which Latvia’s name became famous in many countries. Even today latvians keep Ērenpreiss bicycles in atics as a valuable relic. The great–great-nephew of Gustav Ērenpreiss- Toms Ērenpreiss all his life has devoted to old bicycle renovation and bicycle culture promotion in Latvia. Three years ago together with colleagues was started a work on completely new bicycle production combining old values with modern technical requirements. In April 2012 first four Ērenpreiss bicycle models were ready for sale and promotion in Latvia, but very small budget was available for marketing and PR activities.

Objectives

Campaign goals: launch new Ērenpreiss bicycles in Latvia get local society’s support on further company’s development and growth strengthen the patriotism of using products made in Latvia promote bicycle culture in Latvia, make people interested in it

Stakeholders: Mass media Bicycle lovers’ and users’ community People who have passion for style and products made in Latvia Government institutions – Ministry of Culture, of Economics, Riga City Council Society’s opinion leaders and celebrities Different businesses and their managers

To understand the best way of communication and get people support many informal researches and discussions with bicycle lovers’ community were made before start.

Baltic PR Awards 2012

Category: CORPORATE COMMUNICATION

Strategy

Company’s business in overall is built on involvement and participance of those who love bicycles and Latvian products. Those people are ready to help for the sake of idea and not so much because of money. It is one of the successes, which helped Company to develop.

So the strategy for company’s promotion was based purely on the same tactics: Involve bicycle lovers’ community, get support from them and their friends Use public relations to spread the message of new bicycles into society Use social media for society engagement and word of mouth communication Organise different events and activities for bicycle culture promotion Participate in joint projects with other companies Not use paid advertising Attend different projects and events

Assesment criteria - publicity coverage in media, society’s awareness about new Ērenpreiss bicycles, support from people and businesses in promotion in Latvia and in export, business sales results.

Execution

1. Media event on 12 th of April – Outdoor event in a park - informal atmosphere -sofa’s, music, snacks. New and old bicycle pictures and old bicycles

exhibited, story about history told– New bicycles presented by four people arriving on them through park – popular Latvian musician Renars Kaupers,

Minister of Culture Zaneta Jaunzeme Grende, Toms Ērenpreiss, Baiba Ērenpreisa– Celebration of bicycle production renewal in Latvia and informal discussions– Presents to journalists –bicycle bells with a slogan “MY BICYCLE” – Individual work with media

2. Society engagement (May – September)– Video from Media event posted – Ongoing news and engagement activities in social networks – Organisation of Bicycle Week, Tweed run, G.Ērenpreiss’ 121st birthday festival a.o.– Participation in Riga City festival, Samsung bicycle run, Tele2 bicycle run, Bicycle festivity at Kalnciema street, first

latvian librarian bicycle run, Velofenders project, exhibition “Bicycle Summer” a.o.– Co-operation projects with CV-Online, Drogas, Stockmann, Airbaltic, Direct paint outlet a.o.

Documented Results

Publicity– already a week before media event publicity in print, online and radio– media event attended by more than 40 media representatives and many inhabitants – most read article of the day in main Latvian portal Delfi, published in other portals – broadcasted in almost all TV news, also in First Baltic TV channel (PBK)– published in all main LV and RU daily newspapers, national and regional media – publicity continued all summer in weekly and monthly journals

Awareness and business results:- every second person has heard about new bicycles (informal research)- many co-operation project proposals received - in result free advertising ensured for all summer - 10 export partners initiated to start co-operation, with 7 work started- more than 1580 followers in Twitter and 5160 in Facebook – reached without advertsing- more than13 000 website visitors in first month- first production parcel is almost sold out

Baltic PR Awards 2012