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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here