Advanced Project
Introduction
Campagnolo – Elevating Italian Craftsmanship in Cycling
Founded in 1933, Campagnolo is an iconic Italian brand renowned for its high-performance bicycle components. With a legacy built on innovation, precision engineering, and premium craftsmanship, Campagnolo remains a leader in the cycling industry, revered by professional racers and passionate enthusiasts alike. This case study explores how Campagnolo has effectively leveraged public relations to amplify its brand presence, promote new products, and foster a loyal community of cyclists.
The Challenge:
Despite its rich heritage, Campagnolo faces increasing competition from global giants like Shimano and SRAM. The challenge was to:
Reinforce its position as a premium, performance-driven brand in a competitive market.
Build excitement around new product launches, including the Ekar gravel groupset and Super Record EPS.
Engage with a younger, tech-savvy audience while maintaining loyalty among traditionalists.
Objectives:
Enhance Brand Awareness: Position Campagnolo as a benchmark for innovation and craftsmanship.
Drive Product Adoption: Highlight the performance and uniqueness of Campagnolo’s components.
Strengthen Community Engagement: Build deeper connections with the cycling community, from professionals to enthusiasts.
Approach
Campagnolo successfully leveraged public relations to solidify its status as a leader in the high-end cycling market. By weaving a narrative that celebrates its heritage while embracing cutting-edge innovation, the brand expanded its reach, deepened its connection with cyclists, and drove measurable business growth. 2024 generated 201 pieces of coverage.
Top Coverage
