Halfords Summer Brand Campaign ‘The best trips last a lifetime’

This week sees the launch of the new Halfords summer campaign by DLKW Lowe.

The campaign centres around a 60” TVC execution, written by DLKW Lowe’s Executive Creative Directors Richard Denney and David Henderson and directed by Academy’s Frederic Planchon. The story follows 4 children on a summer family trip. A boy and girl from the 1970s playing alongside a present day brother and sister.

Set to the 70s anthem ‘Into the Valley’ by The Skids, the ad brings to life nostalgic moments from trips and holidays that people look back on with fond memories. Summed up in the endline ‘ The best trips last a lifetime’, the ad reminds parents that Halfords is the launch pad to family adventures this summer. Bikes, tents, roof boxes and cycle carriers are at the heart of Halfords’ business and heritage, and have been used by families going away on trips for years.

With the current economic backdrop, a trend for family ‘staycations’ this summer, and a desire to go ‘back to basics’ with simple pleasures of earlier decades, Halfords want to evoke memories of trips parents made when they were kids back in the 70s, when life was free, easy and fun. The ad shows how easy it is to recreate the same memories for their own children, instead of spending most of their childhoods indoors on computers and video games.

The 60” spot is supported by two 30” TVCs, one focussing on cycling and the other on camping. A longer 80” version of the film will also run online on Halfords Youtube channel, Facebook and VOD spots. The campaign will also be supported by retail TV and press.

David Wild, Chief Executive for Halfords commented ‘The ad is designed to evoke our customers happiest childhood memories and portray Halfords as the gateway to enjoying the great outdoors with their family and friends. Our products and services are designed to ensure our customers have everything they need for their great getaways. So we want to remind people of the part Halfords has played in their holidays and how we can help again this summer.”

The TV commercial launches on Wednesday 16th May 2012

For more information please contact Ian Barlow (New Business Director on 020 7584 5033).

Via EPR Network
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Halfords Figures Reveal The True Cost Of Bike Theft In The UK

Bike thefts could be costing British cyclists more than £80 million a year, new figures from Halfords reveal.*

According to police crime statistics, a total of 115,147 bikes were reported stolen in the UK last year. But the actual figure is much higher, according to the British Crime Survey, due to a high proportion of thefts that are unreported.

It estimates the true number is nearer 533,000, the equivalent of a bike going missing every minute, and means almost 80% of owners are failing to report thefts. National figures** show reported bike crime is up 4% and unreported up 12%.

The full extent of the problem has been revealed by cycle and leisure retailer Halfords, who obtained the latest theft figures from each UK police force and collated them to reveal a disturbing nationwide picture.

The growth in bike thefts has come as the country experiences a resurgence in bicycle use, with 12% of adults regular cycle users and bike sales exceeding £2.1 billion last year. Six per cent of bikes purchased are worth over £1000.

In terms of regional variations, not surprisingly the problem of stolen bikes is worst in London with 21,315 instances reported to the Met in 2010 with Westminster having the highest rate of theft (1,898).

Thames Valley had the second highest rate with 6,060 instances reported in 2010. This was followed by Greater Manchester (5,185) and Cambridgeshire (4,477). Thames Valley and Cambridgeshire contain university cities of Oxford and Cambridge which account for much of the crime in those areas.

Fife has the best record for bike theft, the east coast area in Scotland only reporting 78 thefts in the past year, despite it including the student town of St Andrews where there is high bike ownership. There were 24 times more thefts in Westminster than in the whole of Fife.

The worst area in Scotland was Strathclyde, which includes Glasgow. It recorded 2081 thefts, followed closely by Lothian and Border with 2026.

Over two thirds of bike theft occurs in or around a victim’s home and research shows that while most cyclists lock their bikes when leaving them on the street, they are often unlocked when stored at a residence.*** The high number of unreported theft is put down to the belief that police will not catch the offender and that many bikes on the road are second hand.

Halfords cycling expert Paul Tomlinson said: “The scale of the bike theft is quite staggering and it can be devastating when you have bought your dream bike only to have it stolen.

“It demonstrates the need for cyclists to take precautions. We recommend bolt-cutter proof locks, because heavy-duty locks are a much better deterrent, and bike marking for all cycles.

“All Halfords locks are independently tested and rated Bronze, Silver or Gold depending on the length of time it would take a thief to break the lock and what level of equipment they would need.

“Our in-store experts are on hand to advise you on the best way to keep your cycle safe, such as purchasing the most appropriate heavy duty lock for your bike and investing in a bike tagging kit, so that it can be identified if it is ever stolen and recovered by police.”

After revealing the price of cycle theft, Halfords is calling for a unified approach to tackling the crime.

Paul Tomlinson added: “It is clear that this is a nationwide problem and many initiatives are left to local forces. We urge customers to keep their bikes secure but we would like to see more co-ordination in tackling thefts once they have occurred.”

The Police say one of the biggest problems is not recovering bikes, but finding out who owns them and they urge cyclists to take three simple steps to help reduce crime.

1) Record the details of the bike by getting it marked.
2) Register on one of the number of websites where details can be left3) Report if your bike is stolen.

Via EPR Network
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A New Breed of Wheely Cool Sees a Rise in BMX

Following in the tracks of ‘middle aged men in Lycra’ (Mamil), trick obsessed BMXers are set to become the next driving force behind the UK’s continued love affair with two wheels.

Data shows sales of BMX have grown more than any other cycling category this year. BMX now accounts for 16% of the total cycle market and looks set to overhaul traditional City bikes, currently 17%.

Retailer Halfords said demand is being driven by freewheeling youngsters looking for cycles with more edgy designs and better styling, from X-Rated to Apollo to the top-end, cool looking, US designed VooDoo range.

Widely available YouTube videos showing amazing bike tricks and the spread of a BMXers language through social networks has helped to drive the revival in BMX. They are becoming a fashion and lifestyle choice of cycles for both boys and girls alike.

The BMX almost disappeared during the 1990s but now analysts GFK say figures show that one in five bike sales are BMX and 94% of BMX’s sold in Great Britain are purchased by 6-15 year olds. There’s also a trend to customise BMX bikes. Halfords says the sales of accessories like skull and dice decorated valve caps and special stunt pegs have risen, along with skater helmets and fingerless mitts.

The growing popularity of BMX has developed against a backdrop of the rise of the ‘Mamils’, who have been at the forefront of the popularity of cycling in recent years and have driven the ownership of cycles in the UK to top over 4 million.

Now Dads in their thirties who remember the fun they had on BMX bikes are encouraging the revival, according to analysts Allegra Strategies in its Project Velo report on the cycle industry.

Halfords BMX expert Peter Hunt said: “BMX is becoming mainstream once again. It was always there with the cult pros but has filtered down to a new generation. GFK reported 1 in 5 kids are choosing fashion over form, with a BMX and our sales trends support this. BMX is already well established with boys, but we are now noticing a marked increase from girls too.

“We stock an extensive range of models to ensure our customers can find their perfect bike. Our VooDoo range is particularly exciting, offering cutting edge premium bikes at great prices.

Industry Cycling magazine BikeBiz said the popularity of BMX products were now exceeding peaks seen in the 1980s when speciality bikes became all the rage among youngsters.

Success of UK riders such as BMX World Champion woman rider Shanaze Reade has done much to boost the sport’s popularity and new facilities for BMX riders are emerging all the time to cope with renewed demand for specialist facilities.

Stephen Rooke, Director of Redditch Skatepark and BMX Track, the largest outdoor supervised charity skatepark in the UK, said: We are seeing whole families taking part in racing and involved in the club. BMX has grown to become the dominant discipline at our venue.

“BMX riding is a way of life to many young people, where they gain amazing riding skills and develop a high level of fitness, agility and strength by doing something they enjoy. It is a great way to tackle youth boredom that has been linked to antisocial behaviour.”

Construction is shortly to begin on a 43-hectare ‘Cyclopark’ facility in Kent, where world-class facilities will include a 340 metre dedicated BMX circuit.

The Olympics and construction of London’s new cycling Velodrome and BMX track will further drive the popularity of the BMX, with 2012 Olympic cycling events including a BMX discipline after it was Introduced in Beijing 2008.

The Group is the UK’s leading retailer of automotive, leisure and cycling products and through Nationwide Autocentres is also the UK’s leading independent car servicing and repair operator.

Via EPR Network
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