Giant, the world's largest bicycle manufacturer, has chosen PROA to develop its corporate communications strategy. online y offline in Spain to boost the visibility and notoriety of its products through the reinforcement of existing communication channels.
The new scenario caused by the pandemic means that the bicycle is once again one of the most popular means of transport among users, as well as serving as a lever for the promotion of urban sustainability and sport. This is why the new communication strategy will serve to broaden and reorient the focus of the brand's products towards a more general public.
Giant's commitment to the development of a new range of products focused on different audiences such as women and high performance, in addition to its commitment to the implementation of new technologies in its products, makes the company a benchmark in the international cycling scene and an indispensable player in the change in global mobility, health and sustainability.
For Lucía Casanueva and Valvanuz Serna Ruiz, managing partners of PROA, "this is a clear example of the disruption that our sector is undergoing, where large companies are increasingly betting on boutique consultancies with a multidisciplinary team to boost their reputation, positioning and corporate purpose now that investments and advertising campaigns have suffered due to the pandemic. ".
Founded in 1972 in Taiwan by King Liu, Giant is a leader in the design, manufacture and sale of bicycles and one of the world's leading promoters of cycling culture. Its wide range of products and brands dedicated to specific market sectors differentiate it from its competitors, making its community unique and diverse.