Pacific Cycle, Inc.: What A Ride campaign
Mariko FujinakaOVERVIEW
NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, Schwinn Cycling & Fitness was acquired by Pacific Cycle Inc. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.
In 1997 Schwinn Cycling & Fitness Inc. launched a print campaign designed to entice the masses of mountain bike enthusiasts while altering the company's image as an out-of-touch dinosaur. Schwinn dominated the U.S. bicycle market...