Cervelo begins contest promotion
By Adnews Staff
Toronto-based bicycle company Cervélo began a new promotion over the weekend called “Enjoy.Cervélo.” The initiative invites Cervélo owners to submit 15-second videos to the company’s website at <http://www.cervelo.tv> expressing why they enjoy their bikes. Visitors to the site will vote on a favourite video until the end of June. The winner will receive a Cervélo frameset of their choice and a seven-day cycling tour of France from GreatCycling.com. The winning video will also be used in an upcoming television campaign that will air during Tour de France broadcasts in July. “We receive so many positive comments about our bikes,” said company co-founder Gerard Vroomen. “One common thread that permeates all these messages is the love of cycling and the enjoyment our customers get out of our product. We wanted to communicate that passion and sense of fun and fulfillment and what better way than to let our customers speak for themselves.” The promotion was developed in collaboration with their marketing agency Special Assignment and media buying firm Access Marketing.