As a pillar in the bicycle industry for 125 years, Raleigh Bicycles continues to be an influential leader in cycling innovation across numerous categories. Recently, the iconic brand tapped Verde PR & Consulting as its agency of record for North American brand communications and social media support.
The new partnership will assist in growing Raleigh’s brand and product line awareness in both the endemic and broad markets.
“Raleigh heads into 2013 with great momentum in both the core and broader cycling markets,” said Chris Speyer, Executive Vice President of Product and Marketing at Raleigh America Inc. “Our retail partners are demanding a new level of support for brand awareness and visibility to help drive sell through via our independent bicycle dealer network.”
Speyer added, “I think we have a unique brand message, and Verde can help us tell that story in an effective and exciting way. Verde is the perfect partner to help support Raleigh’s growth in North America going forward.”
Verde will employ traditional and digital public relations strategies and campaigns for Raleigh. The Verde team will work closely with Raleigh’s marketing directors to ‘communicate category leading product collections, as well as business initiatives through a highly integrated strategy.’
In May this year, leading European bike business Accell Group acquired Raleigh and added Raleigh’s well-known global brands to the portfolio of Accell Group. This move further strengthened Accell Group’s position in North America and the United Kingdom in the markets for bicycles and bicycle parts & accessories.
With its North American activities based in Kent, Washington, Raleigh is a mainstay leader in the bike industry. For more than a century, the Raleigh brand has been synonymous with quality, innovation and fun. The well-respected brand has a storied legacy. From utilitarian steel steeds to performance road bikes and workhorse cyclocross and mountain bikes, Raleigh has something for every rider – regardless of age or skill level.
“The sales, marketing and brand positioning goals of Raleigh are very well aligned with Verde’s capabilities,” said Kristin Carpenter-Ogden, President of Verde PR.
“Our team understands the changing dynamics of consumer engagement and the importance of furthering the growth and positioning of Raleigh in the core cycling and active outdoor lifestyle markets. We’ll cast a wider net to broader audiences and implement our integrated approach of traditional, social and paid communications tactics to take Raleigh into this new era of retail and consumer research.”
Verde PR was founded in the active lifestyle, outdoors, travel and sustainable-products markets and celebrates its 10-year anniversary this year. Verde PR offices are located in the mountain sport hotbeds of Jackson, Wyoming; Durango and Boulder, Colorado.
www.raleighusa.com
www.verdepr.com
