Canyon
The new deal
Canyon’s direct to consumer model has disrupted the bike industry, offering award-winning bikes at lower prices.
— Creative direction
— Naming + identity
— User experience
— Visual design
Spreading the word (and the keywords)
Teaser site to generate hype in the build-up to Canyon’s launch in the US. A vital parallel function was to ensure the e-com site would be at the top of relevant searches before go-live.
Event branding and digital campaign
Naming, identity and campaign for a roadshow of triathlon demos, workshops and seminars covering all angles of the sport, but with a single focus: Go faster.
Fundraising campaign
Naming, identity and digital campaign in partnership with the San Diego Mountain Bike Association, to raise funds for their work on SoCal MTB trails.
Unsexy beast or sleeping beauty?
Ok so it’s not glamorous, but it’s effectiveness is no fairytale. Email is the most powerful, cost effective marketing tool available to a brand.
I worked on Canyon email campaigns for four years, evolving and growing from a small list with sporadic activity, to bi-weekly sends to 18 countries in 11 languages. During this time email became and remains Canyon’s primary marketing machine and was instrumental to their expansion into the US.
“Email campaigns played a key role in a 20% increase in revenue over a 7 month period”
Matt Heitmann — CMO, Canyon
