Objective
Elevate the Launch of MAAP’s First European Store in Amsterdam
Our mission was to generate significant media coverage for the debut of MAAP's 'Life Around Bikes' (LaB) concept store in Amsterdam, marking their first European location. The goal was to emphasise MAAP's commitment to the region and its brand philosophy while connecting with endemic media.
Strategy
A Curated Event for Media Engagement
We orchestrated an exclusive launch event tailored for key international and local media representatives, aligning with the official opening of the store. The experience was designed to immerse media in the MAAP brand story, blending personalised experiences with deeper brand insights.
Personalised Shopping & Brand Immersion
The event began with a private tour of the new store, where product experts guided attendees through a curated shopping experience. This was followed by a comprehensive brand presentation from MAAP’s CMO, Ian Elliot, providing rich context about the brand’s values and European expansion.
Amsterdam City Tour
A ride through Amsterdam on traditional Dutch town bikes allowed media to experience the city's cultural and retail hotspots that inspired MAAP to establish their first European presence here.
Networking Over Dinner
The day concluded with a casual dinner in the heart of Amsterdam, offering media a chance to engage with key decision-makers and brand ambassadors in a more intimate setting.
1-on-1 Interviews
The following day, we facilitated exclusive interviews between the media and MAAP's leadership, deepening the narrative shared on the first day.
Official Launch Party
The event culminated with the LaB’s grand opening, attended by over 150 industry insiders, MAAP ambassadors, and local cycling enthusiasts.
Outcomes
The event achieved extensive media coverage, with in-depth features in Rouleur, Cycling Weekly, RAW Cycling Magazine, and more. These stories not only announced MAAP’s European expansion but also delved into its broader brand vision and strategic growth in the EU.
Beyond the coverage itself, the event created invaluable face-to-face connections between MAAP, a Melbourne-based brand, and the European media—a rare opportunity to build relationships directly. Feedback from attendees highlighted the relaxed approach compared to conventional press trips, allowing for a deeper, more engaging brand experience.
9m elevation
48watts
0KoMs
128euros
"It’s been great to be a part of this next phase in MAAP’s evolution – both as they expand into Europe and open their new LaB spaces. This new chapter cements the brand’s role as a true purveyor of active, social lifestyle – committing to spaces that draw their community in and keep them coming back."
Emma Wynn
Director, Brinkworth
