Rapha ‘All Roads Lead Here’: A Coastal Los Angeles Takeover
THE ROUTE
On the Roads LA Actually Rides
We partnered with Rapha to put its coastal LA campaign, ‘All roads lead here.’, on the exact roads the city rides. Not one site. A route: the boardwalk at Venice Beach, up the Pacific Coast Highway through Malibu, back through Santa Monica, inland to the climbs of Griffith Park.
- Venice Beach, the confirmed start zone for the LA28 Olympic Road Race
- Malibu & the Pacific Coast Highway, the open coastal corridor synonymous with LA road riding
- Santa Monica, home turf, anchored by Rapha’s Clubhouse at 1347 4th Street
- Griffith Park, the confirmed finish zone for both the LA28 Road Race and Time Trial
WALLSCAPE & BULLETIN
Impossible to Miss on PCH
The centrepiece: a Wallscape & Bulletin Domination at Pacific Coast Highway and Entrada in Santa Monica, the gateway corner where the coastal ride into Malibu begins.
We layered in street posters through Venice and Santa Monica and dedicated barricades around the Clubhouse. Repetition built into the rides LA’s cyclists already do.
From the PCH to the Griffith Park climbs,
Rapha owned the road.
Concentrated reach across Venice Beach, Malibu, Santa Monica and Griffith Park. High-frequency visibility to LA’s road cycling community, on their own routes and their own Clubhouse doorstep.
No single hero site. The whole route, owned.
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