Last updated: August 6, 2020

EDM Info Pack August 2020

Below are some ideas to help get you started on your August 2020 EDM. Giant Australia have nominated the major content piece(s) for the month (if there is more than one, you need to choose the one you want to run with). You then only need to nominate a minor content piece (which can include your own ideas) to finish off your EDM. We will organise everything else for you.

Major content

Apparel sale promotion

Giant Australia launched a sale promotion on all apparel in Week 31 (28th July). GA will run the sale until mid-August, while stores can continue to run it for as long as they like. All apparel is discounted by 30% during this period (using a promotional code). The sale will be pushed by GA, so it should drive a lot of consumer interest. You also have access to digital assets to support the launch. You can see the EDM design direction here.

Ride Like King event

The 12th Ride Like King event takes place this month over 3 big days, August 14-16. There will be group rides and virtual events around the globe, with a great tie-in with World Bicycle Relief. As well as an EDM option (scroll down), you also have access to digital assets to help promote the event.

Zwift virtual crit series

Coming right at the end of August (launching Week 36), Giant and Zwift will be partnering up to launch a short series of virtual crit races, covering all skill levels, throughout September 2020. As well as an EDM option, you will also have access to digital assets to help promote the series. NOTE: YOU CANNOT SEND THIS EDM UNTIL GA APPROVES ITS RELEASE.

New Trance X 29

In Week 32 the embargo will be lifted on an exciting new aluminium trail bike from Giant – the Trance X 29. Be one of the first to get the word out, with an EDM option as well as a range of digital assets for social channels. Perfect for a store with a strong mid-level MTB audience.

New Intrigue 29

In Week 32 the embargo will also be lifted on an exciting new aluminium trail bike from Liv – the Intrigue 29. Be one of the first to get the word out, with an EDM option as well as a range of digital assets for social channels. Perfect for a store with a strong mid-level MTB audience and wanting to promote to a female market.

New Liv gravel bike

The hits keep on coming from Liv – with the upcoming release of a brand-new gravel bike range in Week 33. There are some fantastic assets for this new model, which will give you great social options (all will be added to digital assets package once the embargo lifts). Perfect for a store with a strong female/Liv community. NOTE: YOU CANNOT SEND THIS EDM UNTIL GA APPROVES ITS RELEASE.

New TCX models

The updated TCX range has already been released – and the bikes look fantastic. Get your CX market excited with a great EDM option as well as digital assets to keep your social channels ticking over. Giant will be sending this EDM in Week 33 – meaning you have a couple of weeks to get your stock/merchandising/cowbells organised. Or you can send it as soon as it is available (Week 32).

New Liv Brava CX models

The updated Brava has already been released – and, again, the bikes look fantastic. This would be a great minor option to support a major on the TCX (as an example) or as a major if you have a strong Liv/female community. As well as a great EDM option there will be digital assets to get your Liv community excited. Giant will be sending this EDM in Week 34, but you can send it as soon as it is ready (Week 32).

New Talon models

2021 recreational models have been trickling in, and we now have assets to feature the updated Giant Talon range. The EDM (in Week 34) will feature all the models in the range and represents a hot price point to get people into your store. You will also have access to digital assets to support the campaign. NOTE: YOU CANNOT SEND THIS EDM UNTIL GA APPROVES ITS RELEASE.

New Liv Tempt models

In addition to the Talon, there will be a dedicated EDM focussing on the new, updated Liv Tempt range (in Week 35). The EDM will feature all the models in the range and represents a great opportunity to get more girls out riding the trails and into your store. You will also have access to digital assets to support the campaign. NOTE: YOU CANNOT SEND THIS EDM UNTIL GA APPROVES ITS RELEASE.

New Giant Romero MTB saddles

The new range of Giant performance MTB saddles, the Romero series, has just launched (Week 31). Shortly you will be able to feature these great new saddles as either a major or a minor in your store EDM – perfect if your store breathes MTB. You will also have access to digital assets to support the launch. You can see the EDM design direction here (scroll down).

New Liv Sylvia MTB saddles

Liv also has a range of performance MTB saddles on the way – the Sylvia. These saddles are available now and will be well worth the wait if you have a strong female MTB community. You also have access to digital assets to support the launch.


Minor content

Major as minor

You can double-dip here if you like – selecting another one of the major options as your minor (it will be a reduced version of the major). This is an easy way to feature two major pieces of content in one email to get your audience excited. NOTE: you will need to wait until both pieces of content are approved to launch before your EDM can go out.

The art of layering (Liv)

A fun and informative post from Liv about how to layer up effectively for riding during colder months (available from Week 31 onwards). Perfect if you have a lot of new riders on your list. You can see the EDM design direction here (scroll down).

Let’s keep our eye on the prize (Liv)

Building on the Liv Committed campaign, this content piece focusses on 11-time World Champion Marianne Vos. The article covers her role in developing the new Brava, her thoughts on the current state of play for pro female cyclists, and how to play our part in riding for a better tomorrow. NOTE: YOU CANNOT SEND THIS EDM UNTIL GA APPROVES ITS RELEASE.

Let’s Build Each Other Up (Liv)

A great set of video guides from Liv Racing’s team mechanic Jessica Brousseau on how to set up mountain bike suspension. Perfect for a store with a strong Liv/female community.

Store updates

Keep your customers up-to-date with your latest store updates, opening hours, store/club Zwift rides, or anything else for that matter.

Your own idea

This is your opportunity to inject your own unique store DNA into your EDM. You could focus on a store special, local ride, new accessory brand – or anything else for that matter! This is a great way to share localized content with your community.


Submitting your content choices

Once you have made your selection, please contact us using this link (or reply to the email you clicked off) and let us know. Remember to choose one of the major content options provided above, and then your own selection for your minor piece of content. If you would like to run with your own idea for your minor content, please provide a little more detail on what you had in mind, so we can start designing it for you.


Key dates

  • TBA for this month


Note: You will be required to approve the EDM design and final campaign (provided as a test EDM) before your campaign can be sent.


Getting help

The details of the GSN EDM program are covered in detail here, with more information on selecting monthly content here.

If you need any support to help get the most out of the program, please don’t hesitate to contact us. We can schedule a call and talk through your content goals and help craft your EDM with those objectives in mind.