Objective:

• Bell wanted to get a-“head” of the competition. To do so, a campaign was developed to generate awareness of its 50-year history of proven performance in the helmet industry and demonstrate how recent product innovations make Bell the brand of choice for bike shop owners across the country.

Target Audience:

• Cycling’s trade industry. Specifically, independent bike dealers and original equipment manufacturers.

How Magazines Were Used:

• The ads ran primarily in the most successful trade industry publications and in some consumer books.

Results:

• Heads up. The campaign significantly increased brand awareness and allowed sales representatives to reinforce Bell’s commitment to servicing independent bike dealers.

Industry Awards:

• 2003 MPA Kelly Finalist
  

Other Recognition:

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