The story

Make tricycles the next big thing and position Jorvik as the brand to know

We knew Jorvik was sitting on something special when they came to us. Tricycles are not the first thing people think of when it comes to transport or leisure, and we saw the opportunity to go really big.

With a family-first brand like Jorvik, it was easy to see the dedication and ethos behind the company. Such a strong launchpad made the story of its tricycles media-friendly and naturally engaging – something clearly evidenced in the quick reach we achieved.

We wanted to tell the story of tricycles and Jorvik to create an extra special splash with this campaign. In just three months, we’d grabbed the attention of a carefully selected media database who loved hearing from us. We’re adding to it all the time and already can’t wait for the next quarter’s results.

Our target was to raise Jorvik’s profile, making it the go-to brand. When you hear tricycle, you think Jorvik. The family history of the brand provided an emotional story audiences were ready for, but we wanted to change perceptions too. We believed tricycles had the potential to not only be a great item to own, but a leading trend in leisure purchases.

In the first three months, Jorvik’s website saw an increase of 89k new visitors, growing previous homepage views by 700%. Over 8k of these were through organic search. Our coverage was not just generating audiences, it was creating authentic changes in perception. We were creating a storm and people were desperate to be a part of it.

To generate a buzz about the brand and get people to the Jorvik website, we focused our campaign and coverage online. 66% of coverage was online, and 58% included direct links. We reached national press across six sectors and we will continue to grow this after a confirmed media appetite.

What’s next for Jorvik?

The brand has some exciting milestones in its near future, and we can’t wait to get out and about in-person to showcase its product portfolio. Look out for tricycles popping up everywhere in the near future. The chances are, there’ll never be one too far away, and the chances are, they’ll be Jorvik.