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Big Bike Revival in running for third award

March 2016
Big Bike Revival in running for third award
Mike Laskey
3rd March 2016

The Big Bike Revival is aiming to make it three in a row – after being nominated for yet another award.

Developed by national cycling charity CTC and marketing agency Diva Creative, the pilot campaign, which restored over 24,000 bikes, is shortlisted in the Best Smarter Travel Marketing Campaign category at the 2016 Smarter Travel Awards.

The recognition comes just a month after it was named Best Digital Marketing Campaign in the Public Sector at the Northern Digital Awards.

Piloted last summer following an earlier proof of concept, the project saw more than 50,000 people benefit from around 1,600 events across England. 

In excess of 24,000 bikes were revived over a two-week period and an economic benefit of up to £6.21 was delivered for every £1 of investment, earning the 2015 Best Not-for-Profit Campaign gong at the Chartered Institute of Marketing’s Northern Conference.

Diva designed a responsive website that listed each event and managed the campaign’s social media activity, with campaign tweets reaching an audience of over 17 million people.  

Big Bike Revival

Last week, the Department for Transport pledged a further £500,000 of government funding for a rollout of the intervention.

David Murray, Head of Communications and Campaigns at CTC, the national cycling, said: “The Big Bike Revival has been an incredibly popular initiative and has shown that lots of people have a real desire to get more active and to make cycling a useful and fun part of everyday life. 

“We are excited that the project has been recognised for another award, but even more enthused by the opportunity to use The Big Bike Revival to benefit even more people in the near future.” 

Amy Boyle, Director of Strategy at Diva Creative, said: “The Big Bike Revival was highly effective in its approach, particularly when it came to digital promotion, and it is rewarding to see it recognised again with another award nomination.

“Diva continues to work on a growing number of sustainable travel projects, many of which involve us using social marketing approaches to communicate cycling’s many benefits.”

The 2016 Smarter Travel Awards will be presented on Thursday 17 March at ArenaMK in Milton Keynes.

For more information about CTC, the national cycling charity, visit www.ctc.org.uk.

By Mike Laskey

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