The Challenge
In today’s media landscape, fewer journalists are willing to travel abroad for product launches due to sustainability concerns, smaller editorial teams, and budget constraints. Road.cc even published a blog highlighting this shift (and we couldn’t agree more!). So when Santini adopted Polartec’s new Power Shield RPM fabric, they were eager to showcase it, but using their Stelvio-based event in Bormio wasn’t feasible for UK media. We needed a solution that would bring the action closer to home.
The Strategy
Spring PR is strategically located near some of the UK’s most influential cycling media. With our offices close to Bristol and Bath, we were in a prime position to host an event that would be easy for journalists to attend without much disruption to their schedules. With Santini and Polartec on board, it was all about finding the right venue, setting a date, and planning a format that would highlight the product’s performance. When introducing new tech, there’s no better way than to let journalists experienceit first hand in real-world conditions. And what better test than the unpredictable British weather to showcase a new waterproof fabric - assuming the weather played along, of course.
The Tactics
We leaned upon our well-established relationships with the cycling media, encouraging them to trial this new, sustainable, technology from Polartec. Power Shield RPM is a highly breathable, waterproof fabric and whilst it has a membrane, that membrane isn't glued into the garment. This, among other attributes, helps to make Polartec Power Shield RPM circular in that it can be recycled at the end of life. This is a game-changer and this event would mean the British cycling media would be the first to put it through its paces. This was a unique opportunity.
The Content
We selected Odd Down Cycle Circuit in Bath as the perfect venue. This community sports centre with a dedicated cycle track is well-known to UK cycling media, with ample parking and a flexible, supportive team. The venue offered changing rooms, showers, and a café, as well as a large space for presentations. While the cycle track would serve as a backup in case of bad weather, we planned a scenic hour plus ride around Bath to properly test the new Magic Jacket featuring Polartec Power Shield RPM.
The event kicked off with a presentation from Santini and Polartec, where media attendees could change into their new gear (with access to changing rooms), followed by a ride. After the test ride,everyone enjoyed Will's wood-fired pizza, salad, and San Pellegrino – an Italian touch to complement the Santini brand.
The Results
On the day, we got just the right amount of rain to demonstrate the incredible breathability (30,000 g/m2/24 hours) and waterproof protection (10,000 hydro head) of Polartec Power Shield RPM. After the ride, journalists had the opportunity to ask Polartec and Santini's teams more about the technology while enjoying some well-earned pizza and socialising. The whole event lasted just three hours, providing a quick but impactful experience for all involved. This earned media sat alongside a general media relations campaign and paid-for, targeted advertorials explaining the new Polartec technology.
