- Building Better Bicycle Cultures: Textbook Bicycle Marketing from Netherlands

We’re loving this photograph. It’s from a Dutch advert for the bike brand Sparta. THIS is how to sell bicycles to Citizen Cyclists. Thanks to Will for the heads up.
The text on the advert, roughly translated by Will, reads:

You want a bike that fits your lifestyle. Which is why we make bikes with something extra. Like the pickup. An old style Dutch delivery bike with a modern twist. With a unique and distinctive double top tube for support. Also available in several retro colors. Something Special, we call it. Go for the specials list for more information.

And it gets even better! This Sparta advert spells it out in no uncertain terms. This bike will suit you. Urban living. The preferred transport for well-dressed businessmen. Brilliant marketing and Ultimate Cycle Chic. Hats off to de Fietsensmakers and Sparta.

The advert is from de Fietsenmakers, a bike shop chain in the Netherlands. If you buy this bicycle, you get a 'matching' Morgan Stanley suit - with a value of €389 - free! Trendy Sparta Summer City BikeSparta specially designed this bike for this offer. A true summer bike in cool matte blue. A solidly built model with leather saddle and leather grips, 7-speeds, coaster brake, retro front rack and large puncture-proof tires. Helping you stand out!

A stylish suit fits a trendy bike. Only at de Fietsenmakers - when you buy a unique Sparta Sommer for €799 you get a luxury Morgan Stanley suit with shirt and tie from the 2010 collection, worth €389. This offer runs until September 30, 2010...

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