Blue Mountain media is pleased to present this proposal with the objective of driving awareness of the Cycling
World through trials in emerging markets where the brand is currently unknown.
● Objective● The Why?
● Target Market● Research
● Key Points of Communication
● Communications Channels
Objective Why?
Cycling World Brand
Target Market
Market Research
Key Points of Communicaiton
Web / Mobile
TV
Social Media
Channels
The Cycling World Brand
● Premium Lifestyle Brand● Meditative Experience● Party Atmosphere● Tribal / Fun / Immersive● Celebrity and influencer endorsements● Strong brand recognition through clothing● Fresh and sophisticated themes (Scented candles, etc.)
● Women● 23-45 years old● Urban environment● Middle class average of $200K - $1M annual income● Enjoys results oriented workouts including personal
training, marathon prep teams, Soul Cycle, Barre, Yoga● Seek “Social and fun” experiences
Target Market
● Where do we find them?● What is the market size?● What do they like to do?● How do we form an emotional attachment?● What call to action would work best to capture their
attention?
Market Research
Creating a significant amount of demand to an audience that understands this is an EXCLUSIVE brand and has limited availability and an air of uniqueness to Cycling
World
The Marketing Problem
● We are the go to brand for this experience● Celebrities and influencers communicate this message● Space is limited– Act fast to be a part of this exclusive
club● Great physical results as well as a therapeutic
emotional experience
Key Points of Communication
● Cutting edge design● Unique and seamless UX● Comprehensive and Paid Search and SEO to drive
traffic● Free offers and signups for trials● Focus on look and feel of the brand including the
clothing
Web and Mobile
● 30 second ads that showcase the experience● Focus in on the clothing line● Emphasis on the perishable opportunity to “join the
club”● Call to action to signup for trials● Ads to the targeted demographic
Communication ChannelsLocal TV Ads