Bike & Go Launch

To support the launch of the first comprehensive cycle-rail facilities outside London, Bike & Go put us in control of the national press room, tasking the team with generating coverage to help spread the word.

Objectives

Raise awareness of the Bike & Go scheme

Drive purchases of the membership

Secure at least one piece of TV coverage

Execute a press conference and photo call

Drive interaction (experiential) with the Bike & Go bikes

Secure on-message editorial coverage following the launch

Strategy & Plan

We knew that in order to maximise the potential for exposure we needed to harness the rising public support for alternatives to using a car. As such we set about developing a feature package for BBC Breakfast and Granada Reports featuring interviews with prominent figures, footage of the launch at Liverpool Central, along with quotes from commuters at the station.

 

In addition to this, invites were sent out to media containing a handy bicycle bell and details of a press conference, which was then held at Liverpool Central Station. A photo call was also set up, a visual media alert issued, and a series of press releases were used at staggered milestones during the campaign.

Measurement & Evaluation

Our performance was judged on the level of awareness surrounding Bike & Go, attendance of the press conference, subsequent sentiment, and media relations, along with the overall reach resulting from coverage.

Results

Bike & Go secured 40 pieces of media coverage, including four national online and one regional TV outlet. The response to both launch and press conference was significant, and sentiment surrounding the campaign was 100% positive.

Results

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