Pacific Cycle, Inc.: Fast. It's Corporate Policy. campaign
Kevin TeagueOVERVIEW
Hoping to capitalize on the tail end of the mountain bike and bicycle motocross (BMX) craze of the late 1990s, Schwinn Cycling & Fitness purchased GT Bicycles for $170 million in 1998. The resulting company was named Schwinn/GT Corp and was later purchased by Pacific Cycle, Inc., which now operates Shwinn as a brand. Relying on word of mouth and a century-old brand name, Schwinn typically partitioned only a small amount of its budget for advertising, usually executed by Carmichael Lynch, Inc. By 1999, however, the $5 billion American...