WORK . Raleigh
Raleigh: Tuff Burner Return of a Classic
Client
Services
PR & Comms
UK
The Brief
Relaunch an iconic classic
Share Raleigh heritage with a new audience
Use nostalgia to excite mainstream media
When Raleigh trusted us with bringing back a classic bike from their iconic range, we approached the launch through a nostalgic lens, whilst ensuring the Burner captivated new eyes and brought a new Burner rider into the mix.
The launch of the MK II Raleigh Burner remains one of our most successful launches with coverage across broadcast, national, lifestyle and specialist verticals.
Alongside the launch to media, Fusion organised a gathering of Raleigh enthusiasts and the legendary BMX publication - We Were Rad - to celebrate the launch of the MKII Burner.
30 guests attended to listen to speakers from the BMX world share their passion for this iconic bike.
As standalone launches go, the Raleigh Burner represents one of our most decorated with class-leading placements in the UK's most prestigious national publications and high profile lifestyle publications with standout wins such as Hypebeast.
Project Description
34
Pieces of Coverage
4.4 million
Total readership (Viewers)
Coverage Highlights
HypeBeast; PinkBike; T3; The Guardian;
"The Raleigh Tuff Burner remake is not just a bike; it's a journey back in time, infused with the spirit of progress. We knew this would be a standout moment for Raleigh, so our strategy was designed to drive anticipation and excitement. It was more than just selling a bike; it was crafting an experience that captivated enthusiasts. Witnessing the Tuff Burner featured in prestigious publications like Hypebeast was a pinch-me moment for the entire team."
– Vanessa Cwik - Account Manager - Fusion Media
