Halfords launches new campaign to promote cycling offer

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Halfords is to implement a national consumer communications campaign to bolster its position as a leading cycling retailer.

Working with Pitch, a communications agency specialising in sport and sponsorship, the retailer will launch a range of consumer-facing initiatives to promote Halfords as a major destination for bikes, cycling products and bike mechanical expertise. 

Part of the campaign will include sponsorship of the Dallaglio Flintoff Cycle Slam 2012, a 22 day, 2,817 km charity cycle ride from Olympia in Greece to the London Olympic venue led by cyclist Lawrence Dallaglio and cricketer Freddie Flintoff.

Halfords is the official cycling partner of the event and Halfords Bike Hut mechanics will provide assistance to Flintoff, Dallaglio and the 400 other riders throughout the ride.

Gerry Murphy, group brand marketing director at Halfords, said: "Our sponsorship of the Dallaglio Flintoff Cycle Slam is a fantastic opportunity for Halfords to showcase the excellent service our Bike Hut mechanics provide, whilst simultaneously demonstrating the quality and resilience of our exclusive range of Boardman bikes."

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