Cyclebar 2017-09-28T10:36:44+00:00

CycleBar Leaside has Toronto spinning with excitement

Our Challenge

CycleBar is a premier indoor cycle studio that hails from the USA, offering a high-energy workout in a concert-like atmosphere. In the past year, the number of studios in the USA has grown at a rate of 4+ per month. Ready to make it’s mark in Canada, On Q Communications was engaged to launch the first ever Canadian studio in Toronto’s vibrant Leaside community. When preparing to launch, it was discovered that SoulCycle, a competitor cycling studio with celebrity endorsements and a large presence within the media, was launching their first Canadian location a week before CycleBar. SoulCycle also began their media relations effort two months prior, challenging On Q to find a unique way to seed the media with a unique story. This launch would set the stage for CycleBar to launch multiple other locations across the GTA, and eventually Canada

The Strategy behind the campaign

  • Create an official press release to announce the opening of Canada’s first CycleBar, focusing on a CSR tactic called CycleGiving, a concept that no other studio offered

  • Develop a targeted media list of outlets and journalists in Leaside and the surrounding areas who were interested in cycling or fitness

  • Host an exclusive, intimate media preview inviting the media to experience the studio first-hand. The event targeted highly influential media personalities, local influencers and fitness celebrities such as Team Canada Volleyball. The media preview focused on CycleBar’s down to earth nature as well as it’s fun, team-focused atmosphere

  • Offer complimentary, private experiences to media who were not able to attend the media event due to existing conflicts

  • Create and execute a family-friendly community event inviting the community to test out the facility, enjoy free food and drink, and witness the official ribbon cutting ceremony

  • Invite local parliament members to the community event to garner awareness and draw media

  • Utilize advertising tactics such as mailers, Facebook ads and newspaper ads

Bragging Rights

In a short eight week period, On Q Communications secured over 5.3 million media impressions for CycleBar Leaside exclusively in the Toronto community. This provided immense exposure for the brand, enabling the studio to sell out their month of free classes. It also secured them a place in Toronto’s fitness community with glowing reviews from high-profile personalities. Coverage was secured in Toronto Life, BlogTO, CP24, Best Health Magazine, Town Crier, Toronto Star and more. The community event was also a huge success with the local MP a glowing recommendation of CycleBar Leaside in her newsletter sent to 25,000 families in the immediate Leaside area.

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