The Bikeability Trust joins Cycling Marketing Board
The Bikeability Trust has joined forces with cycling brands, retailers and organisations to create the new Cycling Marketing Board, set up with a vision to continue to entice new consumers to cycling, and diversify cycling’s image with governments and in the media.
The Cycling Marketing Board follows the industry-backed #BikeIsBest campaign in 2020. The campaign’s film has more than 3.1 million views on YouTube, with an advertising campaign securing over 18 million impressions and 32 million impacts across TV and billboards.
The board is supported by key advocacy partners The Bikeability Trust, Cycling UK, Sustrans, British Cycling, London Cycling Campaign, The Association of Cycle Traders (ACT) and Wheels for Wellbeing. As an advocacy partner, the Bikeability Trust will have increased opportunities to promote the Bikeability brand and support other partners with wider campaigns to benefit the whole industry.
The Founder Partners for the Cycling Marketing Board include BIKE-DROP, Brompton Bicycle, Cairn, Cyclescheme, Green Commute Initiative, Havebike, Komoot, Le Col, Love to Ride, Madison, Muc-Off, Raleigh, Schwalbe UK, Sigma Sports, Specialized UK, the Bike Club, Trek, Universal Colours, Upgrade, Wahoo, Yellow Jersey Cycling Insurance and Zwift.
The move to form the Cycling Marketing Board comes after #BikeIsBest’s research showed the huge potential in engaging new audiences, many introduced to cycling through the COVID-19 pandemic. Data showed that new cyclists were 59% male and 41% female, with women having been twice as likely to get on a bike during the pandemic. New cyclists were twice as likely to be from a BAME group. Furthermore, 29% of new cyclists expect to buy an e-bike in the future.
The board is set up with a long-term vision and is supported by a host of brands who have already pledged their financial support. The board will run two major advertising campaigns annually and work on a programme of advocacy initiatives to help support the “interested but concerned” group who will cycle, if provided with improved infrastructure and a notable cultural shift towards cycling as transport.
