Helping people Rediscover That Cycling Feeling

June 2016
Helping people Rediscover That Cycling Feeling
Mike Laskey
30th June 2016

CityConnect’s Cycle Superhighway between Leeds and Bradford has officially launched today. The new 14km route, which features segregation from the highway, priority over cars at side-road junctions and increased safety measures, will make it easier for people in West Yorkshire to cycle.

Ahead of the launch, Diva has been working with CityConnect on a campaign encouraging the public to get out on their bikes – with six local residents starring in a video and outdoor, newspaper and digital advertising.

We developed the ‘Rediscover That Cycling Feeling’ campaign to invoke nostalgia around bikes and tap into the positive memories of cycling that almost everyone can recall. The campaign’s messaging emphasises the practicality of cycling ‘whatever your journey’ and highlights the various benefits it offers to those of all backgrounds.

Diva conducted a photoshoot to provide the campaign’s visuals, with real stories inspiring designs that highlight cycling’s versatility, and produced a video that also includes childhood home footage from a seventh member of the public.

Amanda Pearce, Director at Diva Creative, said: “This campaign has seen some tremendous creativity from across the whole team. The video reminds the viewer of happy experiences on bikes from their childhood or later life, and we know from previous projects that this kind of emotional message can be highly effective in changing behaviours.”

In a happy development, one of the campaign’s six stars, Dominic Jacques, successfully applied for a job with CityConnect following his involvement in the photoshoot.

For more information about CityConnect, visit

By Mike Laskey