Halfords Appoints Pitch For National Campaign

Halfords has appointed Pitch to implement a national consumer communications campaign to reinforce the retailer’s cycling credentials in the UK.

Pitch, a full-service communications agency that specialises in sport and sponsorship, will be working with Halfords to activate a raft of consumer-facing initiatives in an effort to position the retailer as the foremost destination for bikes, cycling products and bike mechanical expertise.  

Pitch has negotiated a sponsorship agreement with the Dallaglio Flintoff Cycle Slam 2012 – a 2,817km 22 day charity cycle ride from Olympia Greece to the London venue for the 2012 Olympic and Paralympic Games that will be led by sporting legends Lawrence Dallaglio and Freddie Flintoff. 

Halfords is the Official Cycling Partner of the event and Halfords Bike Hut mechanics will provide assistance to Flintoff, Dallaglio and the 400 other event riders to ensure their bikes stay on the road for the entire journey

Henry Chappell, CEO of Pitch, said: ‘Halfords has a great cycling product offering and we are looking forward to working together to progress some exciting national consumer campaigns. Cycling has enjoyed a surge in popularity in recent years and with the Olympics on the horizon this is only set to increase.’ 

‘We have a wealth of experience working with cycling projects and are well placed to deliver a compelling consumer PR campaign.’

Gerry Murphy, Group Brand Marketing Director at Halfords, added: ‘Pitch impressed us with their fresh ideas on how to make Halfords famous for cycling and they have a true understanding of our business and our objectives. Our sponsorship of the Dallaglio Flintoff Cycle Slam is a fantastic opportunity for Halfords to showcase the excellent service our Bike Hut mechanics provide, whilst simultaneously demonstrating the quality and resilience of our exclusive range of Boardman bikes.