THE OUTCOME
In depth coverage of editor experiences at press events around a flagship launch at the Pas Normal Studios HQ in Copenhagen and at the brand-sponsored gravel event Traka, in Girona Spain. Numerous reviews from respected editors across the globe. 6 press campaigns distributed such as the launch of the Mid Summer Strava Challenge, a Fizik shoe collab and international flagship store openings.
Media Amplification and Shifting Community Perception to help Scandinavian cycling apparel powerhouse achieve its goals.
THE BRIEF
While Pas Normal Studios traction in niche media segments and communities had risen fiercely prior to 2023, mentions of the brand in endemic press were lacking, along with general brand awareness among the cycling masses in key markets.
OUR APPROACH
We identified Key (brand) Moments in 2023 and developed pivotal story-telling opportunities with the media. To ensure messaging was on-point and to bring the Pas Normal Studios team in direct contact with key media we conceptualised and delivered in-person media events. Conversations with the media were continued throughout the year with a series of press campaigns and an ambitious seeding campaign to draw attention to the functionality of key apparel lines and items.
THE IMPACT
“Working with 4Seasoncollective to increase awareness for Pas Normal Studios and influence brand perception among the cycling media and community was not only highly successful in terms of results but it was an immense pleasure. It was like having extra, highly experienced members of our team on board who were just as committed to achieving the best possible results as we are - through hard, yet smart work.”
- Friedricke Buckenlei - Global Growth Manager Pas Normal Studios
Case Study Expanded
Mechanism PRO Collection Launch
Press Camp Denmark
The goal of the press camp event was two-fold. On the one hand, PNS would develop strategic, personal relationships with the media partners ahead of the pro team sponsorship to leverage future news distributions from the brand and secondly secure high-quality, in-depth feature articles about the brand.
An exclusive event for A-list cycling media in Copenhagen in April 2023 and live streaming of the product presentation to dealers and ambassadors. Target media including; Rouleur (UK) Alvento (IT), Peloton (Uand S), Grinta! (BE), Cycling Tips, YouTube channels and women’s cycling media.
Approach:
Tour of PNS HQ
Ride experience taking in the highlights of the stage 2 route of the Tour de France 2022
Interviews with the CEO & Head of Design
The Results:
Fizik Ferox Shoe Launch
As brand collaborations become an increasingly more strategic and relevant way to reach new audiences, Pas Normal Studios launched a collab with Italian cycling shoe leader Fizik in April 2023. 4Seasoncollective drove the press launch first by selecting key cycling editors and sending a number of shoes with product info, 2 months ahead of the launch and under embargo. The reviews from the editors testing the shoes were published together with a timely press release to maximise the impact of the launch and product go-live on all the brand’s owned channels.
The Results:
Escapism Collection Launch at TRAKA
A unique opportunity to promote the re-positioned Escapism Collection through the unveiling of Enough Cycling’s new team kit in Girona before the Traka event.
Key specialist media were invited to Girona to ride at the event, hosted by PNS at a lunch meet and greet at the Velodrome store in Girona town, plus a photo and interview opportunity with team riders and founders of Pas Normal Studios.
The Results:
Strava Pas Normal Studios Midsummer Challenge
Pas Normal Studios organised a summer Strava Challenge and this year, they wanted the participation numbers to be bigger than ever. We conducted a press outreach and campaign to promote the challenge. Key headlines were a focus and the catchy “would you ride 200km for a free jersey” went virtual across a number of media outlets.
