Fusion Media will lead on PR strategy and activation to help reach existing and new audiences, and bring the Raleigh brand to a new generation of urban cyclists.
The agency said it will focus on “new avenues for the brand”, including e-cargo bikes and other models that meet the changing needs of urban and utility cyclists. Fusion Media will also support Raleigh with increased activity in policy and cycling advocacy.
London-based Fusion Media specialises in marketing and comms for active and sports brands.
Its portfolio of clients includes Red Bull, Evans Cycles, Beryl, Specialized, Shimano and Brompton.
“I am delighted to appoint Fusion Media to work on behalf of Raleigh,” the brand's head of marketing, Michelle Jakeway, said. “I am confident that it has the right skills and experience to help with the next stage of our brand journey as we continue to broaden our reach and engagement as Britain's best-loved bicycle brand.”
Fusion Media founder and chief executive Adam Tranter said: “Raleigh is the best-known bike brand in the UK and has captured the imagination of customers through the quirky and positive character of the brand and its products.
“Many know the Chopper, the Grifter and the Burner – but it’s our job to communicate the brand’s outlook and to spread the contagious joy of cycling in a contemporary and relevant way for the next generation of urban cyclists.”