The key to reaching our target audience
was reminding them of what freedom felt like.
Raleigh's biggest potential market was to target people who were getting back into cycling for the first time since they were kids. These people weren't looking for technical information or how to shave grams of weight from their ride. They simply wanted to rediscover an emotional connection to this sport. These poster-like ads ended up taped to a lot of cubicle walls.