Design agency Traffic has been selected to develop a new digital presence for a well-known city cycling brand.

Reynolds, based in Hall Green, selected Traffic to deliver a business-to-business digital marketing strategy in a bid to strengthen the company's brand in Europe, Asia and the US.

The team will commence the project with an overhaul of Reynolds' current web and digital presence.

Phil Elwell, director at Digbeth-based Traffic, said: "Reynolds is a well-known brand within the cycling community and has produced steel tubing lines that went on to be used by teams competing in the Tour de France from 1956 onwards with an unmatched 27 wins by famous competitors like Eddy Merckx, Miguel Indurain and Greg Lemond.

"Reynolds has a strong export business and they now want to build on that by overhauling their digital strategy."

Traffic said the new strategy would capitalise on the huge amounts of brand value associated with the Reynolds name.

The digital communications will have two strands – to create dialogue with existing and potential cycle manufacturers and to communicate directly with cycling enthusiasts.

The Birmingham-based manufacturer, founded more than a century ago, employs 14 people from its Hall Green site and produces frames for brands such as Madison Genesis, De Rosa, Specialized, Passoni and Niner.

According to managing director Keith Noronha, a digital strategy is key to their growth plans in overseas markets.

He said: "We already export over 85 per cent of our lines into Europe, the US and Asia and want to build on our presence in these regions as well as the UK.

"Our new digital presence will be much more than a shop window to global cycling manufacturers. It will engage potential clients and encourage individual cyclists to help us shape future products.

"Plans include launching Reynolds branded cycling accessories and a social platform for user-generated content."