British Cycling

Regional publicity and promotions

Brief

Help British Cycling drive widespread behaviour change across the UK, encouraging recreational cycling through its Sky Ride, Ride Social and Breeze initiatives.

Solution

tpf supported British Cycling’s partnership with Sky through tactical PR campaigns, local media press supplements, and regional radio promotions. Activity has also included setting a Guinness World Record for the Breeze programme encouraging more women to cycle, a media partnership with The Mail on Sunday to produce a 24-page cycling magazine, and creating social content with influencers for Ride Social.

Result

tpf helped raise awareness and registrations for Sky Ride City and Local events, reaching more than 50m people in 2016 and surpassing British Cycling’s ambitious overall attendance target by more than 3,000 participants. The Ride Social video campaigns generated more than 3.5 million views and the Mail on Sunday partnership resulted in more than 10,000 British Cycling registrations and a 75% increase in web traffic over the two-week promotional period.