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16 May 2022

Millions of people across the country will benefit from cleaner air and cheaper ways to travel and keep active, thanks to £200 million of government funding for new walking and cycling...

12 May 2022

Local Bike Shop Day 2022 was a great success across the UK, with online platforms thriving as well as a surge in the physical footfall seen in-stores!

12 May 2022

We Can, You Can is a celebration of the many faces of cycling. The way we move is changing. And the people leading the change are like me and you. We can, you can.

10 May 2022

The speech sets out the government’s agenda for the upcoming Parliament, outlining proposed policies and legislation. An overview of the main announcements relevant to independent shops is...

28 Apr 2022

To celebrate Local Bike Shop Day on Saturday 30 April, BetterPoints are offering QUINTUPLE points and the chance to win a £55 bike service by choosing to travel on two...

26 Apr 2022

Wheels for Wellbeing is a Disabled people’s cycling organisation who campaign for equal access to cycling...

26 Apr 2022

The annual celebration of bike shops across the nation is fast approaching! Be sure to pop down to your local bike shop this Saturday to get a taste of the passion, knowledge and personalised...

21 Apr 2022

On Local Bike Shop Day 4 lucky customers that purchase a bike through Cyclescheme will be awarded a £250 cycling voucher for the store they collect the bike from! In addition to offering a...

21 Apr 2022

Cytech are attending the Cycle Show and will be demonstrating key practices in bike maintenance that are useful for both the trade and public. Alongside the show we're offering...

21 Apr 2022

The Scottish Government retail division are looking for input with regards to the recent adaptations in response to the Covid-19 pandemic.

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Register as a supporter for #BikeIsBest Spring Summer Campaign

Posted on in Business News , Cycles News

Bikeisbest

 

The Cycling Marketing Board has united with the Association of Cycle Traders and other leading cycle brands, distributors, retailers and organisations into one powerful voice, with a single mission - to get more people riding bikes, more often.

The Spring/ Summer 2021 campaign, "The Best Tool for the Job" will illustrate that we often use the equivalent of a sledgehammer to crack a nut, or a flamethrower to toast some bread - when we use cars for very short journeys. Leading with the attention-grabbing statistic "For journeys of 1-2 miles, 60% are driven" - to highlight just how many short journeys could be switched to bike.

Watch the campaign video here:

 

Join the #BikeIsBest movement - it's free and easy!

Bike shops can get involved with the national movement and help deliver new cyclists in the UK by signing up to support the #BikeIsBest campaign using the form below.

 

Register as a #BikeIsBest supporter now

 

The campaign objective is to get people to rethink their habitual use of the car. To understand how the target audience responded to the campaign concept and ideas, The Cycling Marketing Board engaged qualitative research expert Terry Watkins of TWResearch to analyse the importance of positive imagery for cycling and test concepts for "The Best Tool for the Job". Five online focus groups were held in London, Manchester, Birmingham and Norwich. The
key findings were:


- Environmental impact: People were genuinely horrified to learn that cars are used for 60% of short journeys in England.  There was the realisation that bikes can be part of the solution and provide a welcome feel-good factor for doing ‘your bit' for the environment.


- Bikes are ALSO for domestic tasks, not just for leisure: For many cycling is associated with off-road and safe-situation family leisure riding. Bikes need to be more frequently seen and associated with short on-road utility journeys.


- Cycling must appear safe, easy & uncomplicated for the new adopter: Urban cycling is getting safer however anxiety about busy traffic is still a barrier. Enthusiastic cycle tribes can make a short bike ride look like a specialist mission.


- Lockdown has prompted the re-discovery of cycling: Changes in workstyles and a location flexible working-weeks will challenge the inertia & routines of commuter behaviour. The growth of urban village lifestyles will change the frequency & increase opportunity for local utility trips
 
Campaign Consultant Bruce Sandell, said ‘We are delighted to launch our Spring Summer 2021 campaign, Terry Watkin's Research has given us great insight into a wide variety of consumers, their opinions on cycling and what would make them change their habits. This will inform our creative and strategy for the remainder of 2021 and beyond. We continue to welcome more brands to join the campaign, get involved, support the campaign and to get more people riding bikes, more often'

 

Register as a #BikeIsBest supporter now

 

 

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