As Rapha North America, we wanted to do something special for the road worlds in Richmond, Va. We created a beer garden, a special-edition Radler with a local brewery, and built a pop-up. I put together three newspapers for the event, with a wide sweep of contributors. One of the newspapers was inserted in the Richmond Times Dispatch into 100,000 copies of the paper, allowing us to reach customers we otherwise wouldn't have while still keeping our voice intact.
