Bianchi corporate and racing PR and media relations will now be managed by the Italian-based communication & marketing agency Vitesse for the next two years. The partnership began the first of the year and will run through 2011.
The bicycle manufacturer truly believes in effective communication as the key to promote its legendary brand in the sport. Bianchi is approaching its 125th Anniversary in 2010, and intends to raise the bar for the company whose bikes have been ridden by some of the greatest champions in cycling history.
The Italian company's longevity in the sport have seen legends Fausto Coppi and Felice Gimondi deliver some of cycling's greatest moments to the line on their celeste machines. From the world's greatest sprinter, Mario Cipollini, to one of its greatest climbers, Marco Pantani, the company has remained on the cutting edge of the bicycle industry throughout its history.
Vitesse has joined Bianchi management to ensure a successful implementation of their brand awareness strategy worldwide, and will work closely with both the marketing and product departments to bring awareness of their "Passione Celeste" campaign.
Vitesse will also work to highlight the company's cooperation with several racing teams that equipped with Bianchi bikes, including the Ceramica Flaminia Professional Continental road team who will see Riccardo Riccò's return to competition. Bianchi also co-sponsors top mountain biking team TX Active-Bianchi, with TX Active being a part of Italcementi Group. Bianchi will supply Team Ceramica Flaminia with the 928 SL IASP frame, and TX Active-Bianchi riders will be riding the Methanol SL model.
"I'm very glad Vitesse will oversee and manage our communication," Bianchi CEO Bob Ippolito said. "At Bianchi we strongly believe in a passionate PR strategy to promote brand and the development of our products. Our cooperation with Vitesse will combine the passions of both of our organizations and provide us with seamless communications."
"We feel the agreement with Bianchi as a new, exciting stage along our twenty-year run in sport communication," Vitesse GM Maurizio Evangelista explained. "Bianchi management has greeted us with their enthusiasm, and we both share the same attitude."