A HISTORIC cycling firm has launched its first ever TV advertising campaign to coincide with this year’s Tour de France.

Ribble Cycles, based in Clitheroe, was founded in 1897, however the avert which first aired at the weekend on ITV4, marks the first time the company has appeared on television.

Three versions of the advert, one which is 30 seconds long and two which are 10 seconds long, will air throughout ITV4’s three-week coverage of the tournament.

Ribble Cycles CEO Andy Smallwood said: “Our decision to trial TV advertising and create our first ever TV advert is aligned with our drive to become synonymous with great British cycling and is part of our vision for the future growth of the business.

“The advert combined with our continued investment into our customer journey and experience will ensure that Ribble is at the forefront of cycling in the UK, delivering a world-class range and inspiring more people into the world of cycling and maybe even another Tour de France champion in the future?”

The advert was designed, filmed and curated by Ribble’s in-house content production team and features four bicycles from the company’s current range, including mountain bikes, off-road bikes and those more suited to use by commuters.

Narrating the advert is television presenter Matt Barbet, while Ribble Cycles’ own pro cycle team, Ribble Weldtite, also make an appearances alongside pro rider Cameron Jeffers.

The advert builds upon long standing ties that the firm has maintained with the Tour-de-France with many of the tournaments previous champions and competitors having ridden bicycles built by Ribble Cycles at various stages of their careers.

The company says that this is intended to build upon recent brand building efforts initiated by Mr Smallwood and hopes to increase its profile across the country further still in the months and years to come.