Trek To Film TV Spot Featuring Portland-Area Cyclists

Trek later this month will film a TV ad featuring Portland-area cyclists, a decision that retailers said "marks an advertising shift, as the company moves away from spots focusing on elite riders to embrace the commuter market," according to Whitney Malkin of the Portland OREGONIAN. Trek Brand Manager Eric Bjorling said that the decision to use local riders "made sense." Bjorling: "For a long time, Portland has just been at the very forefront of cycling trends. There are very, very savvy consumers that know what they want out of a bike and how they ride it." Word of an open casting call "generated a buzz in Portland's cycling community, ... pulling a couple hundred riders to the open auditions" for the ad, which will air on Versus during the net's Tour de France coverage this summer. Portland-based Danny Stoltz Casting by the end of this week expects to select six riders, each of whom will be paid $500 for appearing in the spot (Portland OREGONIAN, 5/17).