Raleigh Bikes returns to TV after signing Viacom deal

Iconic bike manufacturer Raleigh is returning to television advertising, ending an absence of more than ten years, after signing up to Viacom Brand Solutions’ Force for Enterprise initiative.

A 30-second ad targeting boys and girls will run throughout the rest of November exclusively on Nick Toons and Nickelodeon. The campaign promotes the Striker and Tatty Teddy bicycle models.

Sales house VBS devised Force for Enterprise at the onset of the recession last autumn to help attract business from established and entrepreneurial companies that do not traditionally use television. The initiative involves VBS matching client investment pound for pound, and the aim is to bring ten campaigns to air this year.

VBS and Guerillascope put together the deal. The latter handles the Raleigh marketing account.

VBS director of partnerships Daniel Salem says: “TV is a proven medium for building brand, therefore we see this as the perfect channel to take such an iconic brand to a new generation of media-savvy consumers.”

Raleigh has a brand heritage stretching back more than 120 years and is based in Nottingham.

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