Services offered: strategic communication, PR, media promotion
After disappearing from the market in 1989, Pegas, a well-known brand during the communist era, returned in 2012.
With an initial investment of €70,000, entrepreneur Andrei Botescu purchased the brand and, with an enthusiastic team on his side, gave Pegas bikes wings, keeping the line that made them famous but adding modern elements and electric models to the collection.
With its recent growth, Pegas has set itself the objective of contributing to the social advancement of Romanian society in addition to becoming a leader in the manufacture of bicycles and sporting goods. Pegas has a compelling and innovative proposal for cycling and movement for every stage of our lives.
Promoting a healthy lifestyle and aiming at all those who want to be active, Pegas has consistently invested in research and innovation, keeping up with technological evolution and adapting to global realities. To make all of these efforts known, the brand has chosen strategic communication and media promotion at key points in its existence. As a result, press releases announcing the launch of the Pegas franchise system and the brand’s Amazon listing were picked up by a large number of publications, which resulted in significant media coverage.
500 bikes were sold by Pegas in its first year of operation, but with steady growth, this number has increased to over 25,000 each year, and in 2017, the company’s revenue surpassed 8,000,000 RON. Pegas has been able to maintain its position in the public eye by consistently creating new products (electric bikes) and cutting-edge transportation services (Ape rider, the first smart bike-sharing system in Romania).
Movement is reclaiming its rightful place in the urban environment as society’s concern for leading an active and healthy lifestyle grows. Young people are becoming more interested in alternative transportation options, including cycling, as a result of the pollution issue in big cities brought on by the abundance of cars.
PEGAS FRANCHISE
The launch of the Pegas franchise system was announced in July 2018 with the opening of the brand’s seventh own store. The press release enjoyed over 100 online appearances, one print appearance (Ziarul Financiar), and one TV appearance (local station Neptun TV), the advertising equivalent of these appearances being over 17,900 euros.
PEGAS ON AMAZON
The listing of Pegas bikes on Amazon was announced a month later, with the traditional discount campaign on 23 August, generating 130 online takings and one print appearance (Ziarul Financiar), the advertising equivalent of which was over 23,600 euros.
In both cases, the pick-ups were in both central and local media, as we wanted.
The most important moments in Pegas’ development have been the subject of press releases with a very high take-up rate, due to proper contextualization and highlighting of information likely to attract media attention.
Strategic communication has targeted both the general press and the economic and local press where appropriate. The information that Pegas wished to convey to the public was always prioritized so that the most impactful would come first.
New store openings and discount campaigns, important factors for sales dynamics, were always accompanied by information designed to highlight Pegas’ innovative capacity and the company’s development stages.
Thus, the launch of the seventh Pegas store in Constanta, marked by a parade of 200 bicycles, accompanied the information about the launch of Pegas franchises, as a sign of maturity and success in business, but there was also talk about the opening of the Pegas bicycle factory in Romania.
Most of the press release’s takes kept the structure of the press release, focusing on the launch of the franchising system and the initiative of exclusively Romanian production.
Pegas’ position as an established brand since its golden age has meant that every year the 23rd of August is celebrated with significant price reductions. Information about this annual campaign was distributed to the press in a release whose focus was the Pegas listing on Amazon. This story was picked up by over 100 publications, most of which kept the structure of the press release.
The very high number of media appearances resulting from the press release distribution was the effect of the good collaboration between client and agency, which resulted in the permanent adaptation of the main message to the information needs of the platforms accessed.
We organize large-scale events in Romania and abroad, with a focus on the creation and development of future concepts.
The clarity of the event concept’s objectives is one of its defining characteristics. In this sense, significant aspects are typically analysed, processed, and evaluated, and on this basis, the availability and detailed description of conclusions can be drawn in more realistic ways, using as much information and statistics as possible, on:
The business concept is developed using production statistics based on data processing, available information and services, the supply-demand ratio, the amount of foreign trade and investment, and the sector’s official development plans. This includes the event’s topic and how to discuss the event’s necessity.
