A new print campaign for Titus Cycles simultaneously recognizes today’s difficult economy and the bikes’ nearly unaffordable cost. The new tag for the campaign, developed by TDA Advertising & Design, Boulder, is “It’s worth a second job.”
From the press release: Titus builds high end mountain bikes (as in this campaign) and also high end road bikes. The mountain bike target audience tends to be younger (20–35), and less affluent, than the typical road bike enthusiast, for whom a Titus is an affordable, luxury purchase. For the younger, and perhaps more dedicated, mountain biker, a Titus is closer to a must-have, and often entails real financial sacrifice. The goal of the campaign is to acknowledge, and validate, the bikes’ premium pricing.
The ads run in all major mountain biking magazines, with the exception of Mountain Bike Action, which refused all three executions. (Seems a little weird for a campaign that’s hardly risqué, no?)