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.
