UK cycle trade links for brand neutral BikeIsBest campaign

Retailers, distributors and numerous organisations representing the UK cycling industry have linked for a brand neutral promotional campaign under the BikeIsBest banner that is designed to show the public the benefits of cycling as a transport form, as well as leisure past time.

Attached to the BikeisBest hashtag (#bikeisbest), a feature film has been created that has been directed to show off cycling and ask the question of why the UK would decide to return to the transport norm.

The campaign flags that 68% of UK car journeys tally less than five miles, according to DfT data. Easily cycled within 20 to 30 minutes, that range is even more accessible with e-Bike sales running at a high at the present time. A new study from Leeds University CREDS team has shown the potential to chop emissions by as much as half, should motorists switch out journeys in this range for electric bike use.

The campaign will utilise the knowledge and insight of Dr Ian Walker, a leading environmental psychologist and expert on behaviour change. The film’s production is led by HUMAN. creative agency. A campaign micro-site will house advice and guides as well as provide digital assets for people to show their own support for the campaign.

The film is supported by a digital advertising budget that will be shared among the campaign’s network of partners.

Coordinated by industry marketing and communications firm Fusion Media, the collaborative effort has been funded by bike industry brands including Beeline, Bikmo, Brompton Bicycle, Canyon UK, Chain Reaction Cycles, Cyclescheme, Cycling Sports Group, Hiplok, HotChillee, Human Race, Islabikes, Le Col, Muc-Off, ProViz, Pure Electric, Specialized UK, Wahoo, Wiggle and Yellow Jersey Cycling Insurance.

Cycling UK, Sustrans, British Cycling and the London Cycling Campaign have also thrown their weight behind the BikeIsBest effort.

Adam Tranter, Founder and CEO of Fusion Media and Coventry’s Cycling Mayor, said: “The industry has a once in a generation opportunity to reach an entirely new audience of potential cyclists and to show off the very best the bike has to offer. We need to continue to influence the implementation of high-quality cycling infrastructure in our towns and cities but we also need to present cycling as the obvious solution to many problems, in its most open, attractive and enticing form. Our campaign film will do this, helping grow the opportunity for the industry and provide partners with valuable qualitative research on potential new customers. If that wasn’t enough, the campaign will help millions of people see the transformative benefits of cycling.”

The campaign is set to debut at the end of May and further industry partners who believe in the message are invited to come on board as supporters of the nationwide promotion.

Those who pledge to the campaign will receive bespoke campaign assets and qualitative consumer insight data. Interested companies and organisations can get involved in BikeIsBest by emailing hello@fusion-media.co.uk.