Monthly online 'mini-magazine' for one of the world's most respected bicycle manufacturers
Swiss design, precision engineering, and one of the world’s finest race teams places BMC as one of the most respected bicycle manufacturers in the industry. BMC wanted to publish an email newsletter that would build brand loyalty and build a trackable mailing list so they could learn more about their consumers. But, was this the best way to make a real connection?
Rather than simply creating yet another ephemeral newsletter, I suggested a ‘mini-magazine’ format with a dedicated online archive where BMC fans, cycling enthusiasts, and even people new to cycling could find interesting content based on the culture of cycling, BMC news, and Switzerland in general. I came up with the name and tagline “Tempo: A monthly read on cycling, Switzerland, and things that fall in between”.
Subscribers are notified by email when each issue is published, and the ‘magazine’ exists permanently online, attracting considerable organic traffic via search—and with the usual share/comment features on all articles and one-click sign-up, it is spreading quickly, building brand engagement, and growing the contacts list far beyond the expectations of a regular email newsletter.
Launched in February 2013, Tempo is published in 5 languages every month and at issue #12 had over 50,000 subscribers in the US alone.
Role: Concept, naming, creative direction, UX, design, copywriting and editor.
This project was produced with Hinshaw Design Group