Cycling industry teams up on campaign to turn biking boom into lasting habit
A band of cycling companies have teamed up to inspire a new generation of bike lovers through a brand-neutral #BikeIsBest campaign – billed as the 'most extensive coordinated promotional campaign for cycling since the 1970s.'
With two-thirds of all journeys made under five miles, the cycling industry is on a mission to encourage more people to consider biking that distance, rather than jumping in the car or on public transport.
With more people pursuing active travel, #BikeIsBest is intended to seize this unique lockdown side-effect and turn current behaviours into lasting change in the hope of contributing towards cleaner air and gridlock-free cities.
Bringing together the collective force of 50 bike brands, retailers, organisations and influencers, #BikeIsBest is designed around the simple message – 'you don't have to be a cyclist to ride a bike' – in order to attract a new demographic of non-cyclists.
Alongside an inspirational film created by Human, the 'brand-neutral' campaign includes a new microsite that has been created to educate new riders on the benefits of cycling. It also includes a pledge system that encourages non-riders to mark their commitment to cycling over other forms of transport.
The campaign is funded by industry supporters and is coordinated by Fusion Media, a marketing communications agency specialising in cycling and active travel, and it will run for at least three months.
#BikeIsBest campaign ambassador and multiple UCI BMX and Track Cycling World Champion, Shanaze Read, said:"Covid-19 has completely reshaped all of our lives over the past few months. Although it has presented many challenges, as a nation we now have the single biggest opportunity to disrupt the way we travel in a generation and simply support more people to get on their bikes. We need a unified approach, so it’s brilliant to see brands across the industry join together to get behind this,"
Those cycle brands, retailers and organisers involved in the campaign include Beeline, Beryl, Bikester, Bikmo Insurance, Brompton Bicycle, Buzzbike, Cairn E-Adventure Bikes, Cannondale, Canyon, Chain Reaction Cycles, Cyclescheme, FreeFlow Technologies, Frog Bikes, Giant Bicycles, Havebike, Her Spirit, Hiplok, Hope Tech, HotChillee, Human Race Events, Hunt Bike Wheels, Islabikes, Komoot, Le Col, Let's Go Tees Valley, Lezyne, Mango, Muc-Off, Northern Consultancy Co Ltd, ProViz, Pure Electric, Schwalbe, See.Sense, Specialized, Strava Metro, The Bicycle Society, The Bike Club, USE, Wahoo, Wiggle and Yellow Jersey Insurance.
