In 2012 Mongoose were tasked with launching a new bike brand in the highly competitive road cycling market with the end goal of building brand visibility and retailer listings to draw the attention of investors sell the company to a big cycling player.
Mongoose crafted a strong brand story to differentiate Eastway, using its heritage in the old, iconic London cycling track. We established a thorough product press office to ensure the bikes were in the hands of all key cycling and lifestyle media, securing features on the growth of the brand business and industry press.
Mongoose secured blanket bike reviews in all cycling key titles each month and lifestyle features including The Guardian Weekend, The Independent, Men’s Health and ELLE. Aftfer a proactive two year campaign Eastway was successfully sold to Wiggle, meeting the ultimate target of our original brief.
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