The Big Bike Revival has won its third award.
The campaign, developed by national cycling charity CTC and Diva, scooped the Best Smarter Travel Marketing Campaign gong at last Thursday’s Smarter Travel Awards.
In just two weeks, its pilot last summer benefitted more than 50,000 people across England through over 1,600 events and delivered an economic benefit of up to £6.21 for every £1 of investment.
The Department for Transport has pledged a further £500,000 of government funding for a rollout of the intervention, which earned CTC and Diva a place on the Communicating Sustainability shortlist of The Guardian’s Sustainable Business Awards earlier this month.
The Big Bike Revival also previously won Best Digital Marketing Campaign in the Public Sector at the Northern Digital Awards, and Not-for-Profit Campaign at the Chartered Institute of Marketing’s Northern Conference.
In 2015, CTC brought together a network of 90 bicycle recycling centres to host events where people could get their bikes checked and repaired by expert mechanics, learn maintenance tips and donate their old equipment for restoration.
Diva had previously developed The Big Bike Revival name and brand to convey the accessibility of both the campaign and cycling in general.
The agency designed a responsive website, produced a video with celebrity supporter Martine McCutcheon, created printed materials to help centres promote their involvement locally, and managed PR and social media activity that reached 20 million people.
David Murray, Head of Communications and Campaigns at CTC, said: “The Big Bike Revival continues to win plaudits for how it demonstrated and fulfilled a demand from people wanting to get more active by cycling for more of their regular journeys.
“Cycling is the most sustainable way to make everyday trips, so it is fantastic that The Big Bike Revival has helped people enjoy doing just that.
“Having already reached millions and benefitted thousands, we are excited to build on the campaign’s success with a future rollout that will restore even more bikes.
Diva’s Director of Strategy Amy Boyle, who delivered a talk on what makes a successful cycling campaign at the Smarter Travel LIVE! conference prior to collecting the award, said: “The Big Bike Revival is a great example of how understanding your audience can make all the difference.
“Thankfully, organisations are now realising that to actually increase cycling levels, you must first recognise that those you are communicating to may not identify themselves as being ‘the kind of people’ likely to get on their bike.
“By presenting cycling as accessible and beneficial for regular journeys – without the need for expensive equipment or a big lifestyle change – it is possible to achieve incredible results, as The Big Bike Revival has shown.”
For more information about CTC, the national cycling charity, visit www.ctc.org.uk.