CYCLESKI MAKES ITS DEBUT
By Adnews Staff
Cycleski Inc. of Kitchener, Ontario has introduced a new mountain bike attachment designed to let cyclists ride all winter long. Cycleski replaces the front wheel of any existing mountain bike with a 5 x 18 inch ski, allowing cyclists to tackle winter conditions such as snow and ice. A national advertising campaign, running until New Year's Day, is supporting the launch of the product. Spitfire Productions Inc. of Toronto created both a 30- and 60-second spot that attempted to captured the "extreme fun" of the product in a cartoon/comedy fashion. Road warrior villains are seen trying to steal the Cycleski away from Cycleski spokesperson Josh Mead. Mead was named Ontario's 1999 First Overall Senior Expert Men's Champion for downhill mountain biking. The commercials are running on TSN, the Outdoor Life Network, MuchMusic and the French network RDS. Cycleski Inc. is also considering a second campaign for mid-January as well as expanding advertising to the U.S. and European markets, but no plans have been confirmed. Advertising is being supported with a media relations campaign from Wire Communications of Toronto. Cycleski is available at ski and bike specialty shops across Canada, through a toll-free number and through the company's Web site at <http://www.cycleskinow.com>.