01 December 2008

RideStrong Packs a Punch with WheelTags

Bike NZ launched their new ‘RideStrong' brand at the biggest cycling event in the country, the 2008 Lake Taupo Cycle Challenge, announcing the launch with Times-7 Sport's customised WheelTag.

"We wanted to really punch home the RideStrong message at this event" states Greg Hamilton, Marketing Manager for BikeNZ, "and the personalised WheelTags delivered our message to each and every one of the 10,800 cyclists on the day"

"We were thrilled with the WheelTag design" agrees Emma Wensing, Bike NZ Marketing Officer. "They really exceeded our expectations"

Times-7 Sport timed the Lake Taupo Cycle Challenge again this year with their WheelTime Electronic Timing system. The WheelTag is the patented transponder used to identify each of the cyclists as they cross a WheelTime timing point.

"This was the perfect partnership agreement," says Michael Lynch, GM of Times-7 Sport, "We both share the goal of advancing cycling numbers in New Zealand in a safe and enjoyable environment."

RideStrong is a new cycling community run by BikeNZ, designed to give cyclists a voice in influencing and shaping the future of cycling. The BikeNZ/RideStrong customised WheelTags will be used to time not only the classic Lake Taupo event, but also numerous other cycling events across the country.

"It's getting harder to navigate through increasing media noise," surmises Greg Hamilton. "The WheelTag strategy was the direct marketing solution we were looking for."

"The custom-designed WheelTags expose the RideStrong message directly to the target customer," states Theresa Cabot Sales & Marketing Manager of Times-7 Sport. "We are passionate about the promotional potential of our WheelTags as an interactive marketing tool and already see great value created for the ‘RideStrong' brand."

For more information contact:   New Zealand    Theresa Cabot  Sales & Marketing Manager   +64 21 458 764

About Times-7 Sport
Times-7 Sport provides sport technological solutions to the sport marketplace around the world. Using owned and partnered products, Times-7 Sport develops sport timing and data capture solutions across a wide segment of health and wellness markets, including participation sports. Times-7 Sport prides itself on designing functional, practical and durable products packed with outstanding value and cutting edge design features that meet and exceed customer expectations.