NEW YORK: Bicycle company Schwinn will launch a new communications effort encouraging mommy bloggers to engage in and promote cycling, as part of its $5 million integrated marketing campaign to establish a more emotional connection with families.
“I think we've always been big with families but had to refocus our message towards moms,” said Andrew Coccari, CMO of Schwinn parent company Dorel Recreation & Leisure. “Obviously, she's the person who controls the purchasing decisions and a majority of the transactions.” ...