The marketing guys at Rapha do an outstanding job, which I guess helps to support the company's outrageous prices. This film is interesting from a couple of perspectives
- It does a great job of positioning the company as a partner in exploring the extremes of cycling - location and weather. In this case the location is the Assynt Peninsular in the North West of Sutherland in the Scottish Highlands.
- Riding a bike in the Highlands can be an exciting experience. We know, because we ride on roads like this all of the time. Unfortunately, in weather like this most of the time too. This shows other people get excited at the prospect of doing what we do every day.
