LIFE helps Schwalbe make tracks ahead of Tour de France’s Grand Départ

Schwalbe Etape Range AdIndependent integrated agency LIFE has developed an advertising campaign for the UK’s leading cycling tyre specialist Schwalbe to celebrate the 2014 Tour de France’s start in Yorkshire.

LIFE has created press and online advertising that features three limited edition Schwalbe tyres in the form of ‘Trois Arcs de Triomphe’. The work carries the tagline ‘For every stage, for every surface, there’s a Schwalbe’ reflecting Schwalbe’s extensive range of tyres.

With the Grand Départ, first stage, from Leeds on 5 July 2014, Schwalbe has produced the limited edition range that will only be available through 1,800 specialist cycling stores. The tyres feature stylish yellow Etape – French for stage – branding as well as the Yorkshire rose on the tyre rim.

The limited edition Durano Etape tyres include three of Schwalbe’s most popular road tyres: racing tyre Durano S and training tyres Durano and Durano Plus. The latter is used in the off-season by the Trek Factory Racing Team.

Schwalbe products are only available in specialist cycling stores where qualified advice and service can be provided to cyclists, ensuring they choose the correct tyres for their style of cycling.

The campaign kicks off in May and will see press ads appearing in major cycling titles including Cycling Active, Cycling Sport, Cycling Weekly and Cycling Plus. Online banners have been developed for specialist cycling sites and blogs such as Bike Radar, Road Cycling UK and

Dave Taylor, UK marketing manager at Schwalbe said: “The Tour de France Grand Départ is the most exciting cycling event in the UK since the 2012 Olympics. It is a great opportunity to celebrate cycling and support the specialist cycling retail trade that is our key channel to market. Schwalbe has the most complete range of tyres for serious cyclists and the campaign highlights that we have a tyre for every stage.”

Ian Humphris, joint managing director at LIFE, added: “LIFE Agency is full of bike riders so this was a dream brief! We believe FMCG marketing is peerless; as specialists in this channel we apply best practice to other sectors.”

LIFE has developed advertising for Schwalbe for the past three years including a campaign promoting limited edition tyres during London 2012. The special tyres sold out in record time.

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