Sky Ride campaign aims to get Brits on their bikes
Broadcaster Sky and governing body British Cycling are working with marketing agency RPM to launch the third Sky Ride cycling campaign.
Running throughout the summer, it will aim to get a million Brits on their bikes through mass participation and local cycling events under the tagline "Where will your bike take you?".
The campaign includes local and traffic-free city rides completemented by a host of route-side entertainment, such as the Sky Sports ‘Living for Sport’ Bike Freestylers, a British Cycling Bike Café providing guidance on where to continue cycling in your local area, dancing lolly pop ladies, buskers and music bikes.
"Ultimately we want the public to truly engage with cycling; to show them that the sport is accessible, easy and fun for any level and Sky Ride 2011 will achieve these goals through a multitude of entertainment, information and most importantly, interaction," said Dom Robertson, managing director of RPM.