Bike About

Helping the wheels turn again for a hard-hit Adelaide Hills business

Sector: Events & Tourism
  • Branding and Design
  • Digital and Social Media
  • Marketing Communications
  • Public Relations
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The Opportunity

Like many businesses, Bike About was affected by both the 2019/2020 Adelaide Hills bushfires and COVID-19.

Bike About relied heavily on overseas and interstate customers for their tour bookings, so we needed to increase the awareness and customer base in the local South Australia market.

As part of communikate et al’s communicare program, we donated our time to provide much needed brand and marketing support to Bike About. Our goal was to help the company recover and come out even stronger.

Our Approach

We experienced the tour offering first-hand then developed a marketing strategy to reinvigorate the business. This included a series of priority recommendations starting with a rebrand.

The Bike About rebrand needed to be:

  • Strong
  • Bold
  • Confident
  • Appealing to a wide range of ages
  • Able to speak to the tagline, ‘better by bike’

For this reason, the ‘greater than/better than’ symbol was used in the form of a bicycle spoke to create a unique logo mark that literally translated to ‘better by bike’. We chose a dark navy and vibrant green to fit in with the outdoor nature of the business.

communikate et al conceptualised and managed:

  • Corporate stationery
  • Merchandise
  • Collateral including postcards and promo cards
  • Digital content (social media, email signature)
  • Vehicle and bicycle signage

In addition, we managed:

  • Tweaks to the existing website to improve the user experience, with further recommendations provided
  • Revamping social media channels to bring the core business offering to the forefront, including a series of templates for future use
  • Implementing a social media advertising campaign and competition to drive potential customers to the site, build likes and followers and increase brand awareness
  • Publicity resulting in an article and photo in The Advertiser

The Outcome

The month after the new brand was launched:

  • Online bookings increased by 67% compared to the previous month and continue to trend upwards
  • Traction via social media contributed to the increase in queries
  • Facebook and Instagram ads sent 240 unique users to the website
  • The website experienced a 100% increase in total active users

Since working with Bike About, the brand has grown steadily, with awareness and bookings greatly increasing. The new look identity has generated improved interest and will serve the business for many years to come.

Bike About booklets designed by communikate et al
Bike About updated website designed by communikate et al
Bike About bike signage close up designed by communikate et al
Close up of Bike About signage designed by communikate et al
Bike About social media posts designed and executed by communikate et al
Bike About collateral designed by communikate et al

Let’s talk

Get in touch about how we can work together to support your business goals.

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What our clients have to say

The visual impact of the creative was exactly what the Local Government Association was looking for to engage audiences and drive an increase in nominations from traditionally underrepresented groups on council.

As a result of the advertising we saw a particularly strong increase in candidates identifying as Aboriginal or Torres Strait Islander and many more candidates from culturally diverse backgrounds.

Karen Teaha
Director, Media & Communications, LGA

The communikate team really took the time to understand our business. They very quickly came up to speed on our products and the nuances of our very technical and specialised industry. They’ve written accurate and engaging content to be used in industry publications, our electronic newsletter, and on LinkedIn, which has performed really well.

Matthew Stead
Co-Founder and CEO, Ping Services

communikate et al’s design work is visually impactful, and they partnered with us to help bring our vision to life. Our tagline ‘flourish’, is an excellent reflection of our core values, beautiful botanic campus and our genuine aspirations for every young person in our care.

communikate’e professionalism, relatability and ability to give life to our vision is commendable.

Andrew Balkwill
Principal, Mercedes Collge

The South Australian Museum worked with communikate on a SA Tourism Award submission. The submission is a huge task with many moving parts and communikate helped bring it all together seamlessly. Always a pleasure working with CK!

Ashleigh Glynn
Communications Lead, SA Museum

I have worked with communikate et al for many years in a number of roles. They form an integral part of our team at Walara, having taken the time to understand our community and the two businesses that merged to develop a brand name and identity that reflects our shared values and vision for future growth in the lower mid-north region. communikate has created an extensive range of content and communication assets to establish us as a leading provider of aged care services in the region. We’ve received nothing short of positive feedback from our residents, their families and our staff.

Nino Di Sisto
CEO, Walara

We have really enjoyed partnering with communikate on some key projects and appreciate their responsiveness and the quality of service they provide. communikate’s ability to be agile and quickly act on changes to strategy has been impressive and has resulted in us being confident in the fact that they keep the best interests of our campaign front of mind. The level of detail they provide in their reports has ensured we’re able to learn from our hits and misses and adapt our future strategies accordingly.

Daniel Stevens
Marketing & Communications Team Leader, City of Adelaide

Bec, Henry and the team understood our brand from the get go and it showed from concept to delivery. During an intensely busy time for our team, they worked seamlessly with us to develop and manage an integrated campaign... The results were outstanding and put the hotel in an excellent position to launch into a competitive market, with strong occupancy experienced. We really value our partnership.

Chris Curran
Director of Hotel Openings & Operations, Pro-invest Hotels Group

We have been hugely impressed with the way communikate et al have immersed themselves in learning our brand and respecting our approach. It felt like they just ‘got us’ from the start! It has been such a pleasure working with their professional, smart and dynamic team.

Jocelyn Marsland
Manager – Communications and Marketing, Emerging Minds: National Workforce Centre for Child Mental Health

We love the Daily Moves branding that communikate et al created. It is friendly, flexible for different applications, and our marketing collateral stands out from the rest. We have received a lot of compliments from participants and stakeholders who love it just as much as we do.

Alyssa Hill
Daily Moves Program Coordinator, City of Unley

communikate et al were an integral part of the King William Road upgrade team from the initial community consultation right through to completion. The brand they created fit the project perfectly. They took the time to understand the complexities and always delivered with strategic oversight, ensuring things were done with purpose and meaning. Having them on board was invaluable.

Akarra Klingberg
Former Coordinator Business and Economic Development, City of Unley