Upway - Launch of the first reconditioning center in Belgium

Media relations

Upway, a leading figure in the electric bike industry, has opened its first electric bike reconditioning centre in Belgium. This cutting-edge facility, located in Mechelen, is geared to inspect and repair an average of 2,000 electric bikes each month. Upway also offers refurbished electric bikes from top brands, available at a 65% discount compared to new models, presenting an affordable and eco-friendly transportation option.

We were asked to support the inauguration of the new reconditioning centre in Mechelen. We focused on a sensible approach that would make the inauguration a must-attend event for all Upway’s stakeholders and maximise coverage.

Our winning strategy: 

- A journalistic approach to content. We brought the announcement to another level by communicating on what will be the impact of the centre for sustainable mobility in Belgium as well as its impact on employment in general. The idea was to showcase how this new warehouse, although located in Mechelen, benefits all Belgian consumers.

- A multi-stakeholder opening event. To give the announcement another dimension, Brum Smith invited not only the relevant journalists but local politicians as well as influencers.

- An excellent network. We leveraged our extensive network of contacts in the mobility sector and journalists covering general news to maximise national coverage, offering them tailored content based on their needs.

The launch of Upway's electric bike reconditioning centre in Belgium was a resounding success. The campaign generated 32 articles in total, in both French and Dutch-speaking newspapers. Notably, it secured a 3-page article in the business magazine Trends Tendances and a three-minute feature on the VRT News Journaal, Belgium's leading television channel, something we are extremely proud of!

But the success didn’t stop at PR coverage: “Website visits and sales increased drastically after the coverage. After the PR event, we've seen a notable uptick in our key metrics,” Upway shared following the inauguration.

A great success for both Brum Smith and Upway, which showcases how PR can be a booster of sales!