With Future’s own portfolio now reaching 3.8m cyclists every month, the Colnago partnership sees Future offering its unrivalled expertise and understanding of the industry directly to a manufacturer. Future was briefed by Colnago to reinvigorate and modernise the Italian brand, reaching out to a wider audience of cyclists – bringing their precision built, technically advanced bikes to the fore.
The global campaign encompasses the creation of a brand-new website (colnago.com) and the bi-monthly “Inside Colnago” digital magazine. Both will be translated into seven languages – spoken by more than 3 billion people across the globe. Headed by Future360, Future’s in-house cross media creative solutions outfit, the team works closely with the senior management of its market-leading cycling portfolio. Utilising in-house expertise, the project called upon Future’s editorial, design and photographic resources, alongside its digital, commercial and multimedia teams.
The Colnago.com website considerably increases the company’s reach and exposure amongst enthusiasts, bringing the brand even closer to riders in the USA, China, Japan, UK and across mainland Europe. The new website sees Colnago engaging directly with current owners and would-be customers around the world. Each local version of the website is translated, and offers details on the regional dealer network.
Both cycling enthusiasts and existing Colnago riders are encouraged to register their details with the colnago.com website to get access to exclusive content. The “member’s area” offers unseen photography, competitions and special offers, as well the bi-monthly “Inside Colnago” e-zine, an exclusive behind the scenes look at the manufacturer’s HQ in Cambiago, Italy. Existing Colnago owners are able to register their serial number in order to join the “owners club” – and receive further benefits.
To promote Colnago’s new website, Future will print 750,000 copies of the first “Inside Colnago” – also translated into seven languages. Encouraging cycling enthusiasts to sign up at the website to receive further issues, the magazine will be inserted across Future’s print cycling titles in the UK, as well as cycling magazines across mainland Europe, Singapore, Australia and the USA.
Ernesto Colnago, Founder of Colnago, said: “Future has an outstanding track record when creating content for cyclists, so we see them as a natural partner as we move to further develop our global position amongst riders around the world.
We see our new marketing campaign and website as real opportunities to get closer to our customers than ever before, allowing us to explain what owning a Colnago bicycle means to those who race, or simply love the thrill of riding.”
Pete Stothard, Publishing Director for Future’s sports portfolio, added: “I’m delighted that Colnago came to Future when they wanted to modernise their brand and further strengthen their marketing plan. We worked in partnership with their team to come up with a comprehensive plan that met their strategic goals in bringing Colnago closer to riders across the world.
Our world-leading position in cycling media ensures we know what enthusiasts want, and allows us to provide an invaluable resource to our partners. Colnago have always created some of the world’s most iconic bikes and now it’s time for a wider audience of consumers to find out more about their work.”
Future plc (futureplc.com) is an international special-interest media group that is listed on the London Stock Exchange (symbol FUTR). Founded in 1985 with one magazine, today we have operations in the UK, US and Australia creating over 180 special-interest publications, websites and events for people who are passionate about their interests. We hold strong multi-media market positions in games, technology, film, music, cycling, automotive and crafts. Our biggest-selling magazines include Total Film, T3, Classic Rock, Digital Camera, Guitar World, Official Xbox Magazine, Official Playstation Magazine, Nintendo Power, Maximum PC and MacLife. Our websites include gamesradar.com, bikeradar.com, techradar.com, musicradar.com, dailyradar.com and photoradar.com. Future produces nearly 4 million magazines each month; we attract more than 27 million unique visitors to our websites; and we host 27 annual live events that attract hundreds of thousands of enthusiasts. In addition, Future exports, syndicates or licenses its publications to 90 countries internationally, making us the UK’s number one exporter and licensor of monthly magazines.