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Grip : GRIP September 2012
ALLIANCES GRIP BRISBANE RETAILERS GO CYCLING BRISBANE retailers - Subaru Toowong, Subaru City and Torque Subaru – have embraced Subaru’s push into the burgeoning cycling industry, leveraging at a local level from what head office is doing nationally. The Group’s General Sales Manager, Shane Bright, has forged a relationship with Cycling Queensland and has suppor ted a local team, Data#3, in the Subaru National Road Series. “We always try and maximise any opportunity we can,” Bright said. “I think it’s great that, as a brand, we have nailed down a genre to actively follow and promote, and one which sits well with Subaru’s demographic and model range. “The relationship I have built up with Geoff Rynne and Lachlan Paull at Cycling Queensland and the Data#3 team is great.” The group has been proactive with Cycling Queensland at many levels, both at events and with the broader membership. Among other things at events, the retailers have had decaled cars and marquees to heighten awareness. It has also worked in very innovative ways to communicate directly with the membership with special offers, as well as through a digital campaign. “One thing we did was to organise an offer of national fleet pricing and 12 months free scheduled service for any Cycling Queensland member on presentation of their membership card,” Bright said. As well as providing some cars to the Data#3 racing team, a talented local outfit, it hosted the team series launch at City Subaru in Newstead. They also held the Amy Gillett Foundation launch – Share the Road Tour 2012 – as well. “We’ve had a big emphasis on putting things together that have engaged the cycling community,” Bright said. “We are in constant contact with Cycling Queensland and we try and leverage the relationship as best we can.” Subaru General Manager Marketing, Andrew Caie, is delighted with the proactive approach from the Brisbane operation. “I absolutely commend the guys in Brisbane for seeing the benefits that can flow from Subaru Australia’s investment by then value- adding themselves,” Caie said. “What’s really impressed me is that they have given this a lot of thought and been creative. They have come up with some great ideas and are making the most of the association with the sport.” INSIDE GRIP HOME PAGE PARTS & ACCESSORIES AFTERSALES MARKETING SAFETY WHO’S WHO AT SUBARU ALLIANCES AMBASSADORS TRENDS DEALER STATS SPORT
GRIP August 2012
GRIP October 2012