Originally Posted by
Maelochs
…"
Lyfestyle" adds such as the OP is discussing---which the bike industry Does use, but aimed at existing cyclists, not new cyclists, show ordinary people doing ordinary bike things. So, current ads show people in spandex struggling up big hills, or sprinting or riding gravel or even touring ... but they are people fully decked out in every piece of cycling gear they advertisers can pack on there,because they want o sell all that gear…
Most people who self-identify as "Cyclists" see cycling as an essential and one of the most important parts of their lives. The OP wants to reach people who might use the bike as an alternative to the car .... but those folks don't consider themselves "Car drivers" who obsess over cars.
The OP is suggesting pictures of ordinary (but better looking than ordinary, better dressed, better groomed, and wearing full makeup 
) at bars, art galleries, cafes, cinema pubs, farmers'markets, the stuff that they probably already do .... but riding bikes to do them. ...
Originally Posted by
Jim from Boston
...
While, I may be a lifestyle cyclist in the hardcore sense, my brother and his wife are called by another sister, “the jet set.”
When visiting us in Northeast of Nantasket,
I took my sister-in-law on a drive on a moderately hilly cycling route, and she said that she likes riding her bike, but not on hills.
Nonetheless, when I visit them in North of Ohio, without my CF road bike,
I borrow my brother’s heavy duty, upight bar, wide seat comfort bike.
Sounds like me and the “jet set.” 
Last edited by Jim from Boston; 08-13-18 at 07:02 AM.