Raleigh sheds its Seventies brand identity

Raleigh, the cycle brand founded in 1887 and now owned by Derby Cycle Corporation, is aiming to modernise its image with a 2.2m national advertising campaign.

The poster campaign, by newly appointed agency Mitchell Patterson Grime Mitchell, features cyclists in a range of unusual outdoor situations. One execution shows a cyclist being thrown off the back of a bucking bronco and asks: “What’s he on?”

Marketing director Steve Lowe says: “We plan to shift Raleigh’s brand values over a three to five year period.”

Cross Hill Conwill, Raleigh’s former creative agency, has updated the logo. “It was a very Seventies execution,” adds Lowe.

Raleigh is still the brand leader with a 30 per cent share of the UK cycle market, worth a total of 360m. It managed profits of 4.2m last year following a flat period in the cycling industry.

Media planning and buying is by Manning Gottlieb Media, which wrested the account from New PHD in April.

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