Evans Cycles, a large multi-national bike retailer arrived in Leamington Spa last year, announcing their arrival with a localised 48-sheet campaign. The messaging was the usual clichés like specialist advice, here to help etc...However, just up the road is Giant Bikes - a smaller specialist dealer whose staff, including franchisee and legendary mountain biker Billy Cheetham, are all ex or current professional cyclists. This 48-sheet campaign firmly placed Giant as the go to store for real biking knowledge.
