Cronin Promotes Cycle Safety

BOSTON Cronin & Co. has launched the first motorcycle safety campaign for the State of Connecticut’s Department of Transportation.

The themeline is “Open the throttle. Not the bottle.” Elements crafted by the independent shop in Glastonbury, Conn., include radio ads, direct mail and in-store materials, billboards, public relations and a Web site, www.ride4ever.org. The program launches statewide this month and targets men 25 to 39.

All elements seek to drive traffic to the Web site because, “It’s the best medium to captivate the audience and keep them coming back to hear our message in a positive way,” said Dan Weingrod, vice president of digital strategy at Cronin.