Bike & Go: Helping Britain keep fit for New Year

Bike & Go.2jpg
This month is synonymous with resolutions. People often don’t stick to them, but thanks to a new national intitiative- which we’re proud to be part of- it has never been easier for people to encorporate a work out into their daily lives.
Bike & Go offers the UK’s first cycle-rail facilities outside London, and Smoking Gun PR has been working with the organisation as national PR partner. The aim being to help spread the word about which train stations now offer bicycle storage facilities and how the scheme works, read on if you want to see a summary of what we did and when, meanwhile click here for the full case study.
What we had to achieve
To raise awareness about the Bike & Go scheme.
Drive the purchase of memberships.
Secure one piece of TV coverage, minimum.
Execute press conference and photo call.
Drive interaction with the Bike & Go bikes through eperiential campaign work.
Secure on-message editorial coverage post-launch.
 
Our plan
Taking into account current public sentiment, it was clear that to maximise the potential for exposure our campaign needed to focus on the increasing public interest in car-alternatives. A feature package was developed for key broadcasters in the region, including BBC Breakfast and Granada Reports, containing interviews with prominent figures, footage from the scheme launch at Liverpool Central and comments from those present at the event, many of whom were commuters- a key target audience.
Invites were also issued to media stakeholders for a press conference at Liverpool Central. In true PR style, these icluded a bell for the recipient’s bicycle, the idea being to ensure they had a constant, memorable reminder of the Bike & Go name. The response to both was universally positive, with significant social media mentions from target influencers and a strong turn out at the conference.
 
What we achieved
An unarguable success, the Bike & Go launch campaign managed to grab no less than 40 pieces of strong media coverage, including four national titles and a regional broadcaster. Sentiment across all media was 100% positive.