SYNOPSIS:
Attract & Engage delivered a multi-channel launch campaign for ARCC’s newest innovation — the Linton Cargo e-bike — securing media coverage, influencer content, and establishing ARCC’s voice in the national conversation around family mobility and active travel.
Context:
ARCC Bikes, a Cambridge-based e-bike manufacturer with a strong engineering heritage, launched the Linton – the UK’s lightest, fully British-made longtail cargo e-bike. Designed to carry up to three children and a week’s worth of gear, the Linton is positioned as a real alternative to the school-run car. The launch campaign needed to elevate this narrative, drive awareness, and ignite community-level conversations about the future of short family journeys.
The strategic goal was threefold:
- Generate media and influencer coverage that authentically celebrated the bike and its potential.
- Position ARCC as a mission-led brand rethinking urban family mobility.
- Spark partnerships with community groups and changemakers to deepen long-term impact.
Content:
Launch Event
Hosted at the Timber Lodge Café in London’s Olympic Park, the event brought together media, influencers, policy voices, and community leaders. Highlights included:
- A keynote by designer Ross Atkin emphasising the Linton’s mission to reclaim joy and time in the school run.
- A dynamic panel featuring campaigners from Solve the School Run and Bike Bus Camden.
- Live test rides showcasing the Linton’s adaptability, lightweight frame, and joyful e-assist performance.
- Event video coverage including a highlights reel and themed vox pops.
Media & Influencer Coverage
The launch secured high-quality, user-generated content across Instagram and LinkedIn, with meaningful engagement from key parenting, lifestyle, and sustainability voices.
Highlights include:
- Cycling Electric – First ride review:
https://www.cyclingelectric.com/reviews/arcc-linton-first-ride-review - Instagram Reels & Stories:
Coverage by influencers including Sarah Issuree Mutch (30k), Michelle & Kam El-Haj (15.8k & 13.1k), Rochelle Bond (17.2k), and Elle Linton (7.8k), generating strong organic engagement. - Thought Leader Advocacy:
Claire McDonald (Solve the School Run) and Bronwen Pickering (MP Smarter Travel) shared launch content across professional networks.
Key Messaging Achievements
- “The joyful e-assist ride.”
- “A genuine alternative to the school run car.”
- “UK’s lightest and most adaptable family cargo e-bike.”
- “Stress-free school runs start here.”
IMPACT:
- Content reach (estimated): Over 800,000 across influencer and media channels
- Established ARCC as a meaningful voice in the active travel and urban mobility conversation
- Created ongoing opportunities with campaigners, councils, and media including:
- Summer event collaborations
- Media placements in upcoming editions of Cycle Sprog and London Cyclist
- Feature pipeline including Cycling UK
OUTCOME:
The ARCC Linton launch didn’t just introduce a product. It ignited a movement. From press features and parenting reels to activist panels and policy conversations, the Linton was positioned as a timely, tangible solution for a cleaner, freer, and more joyful school run future.
Gallery:
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