By Michael Smith (Veshengro)
Major broadcaster Sky and governing body British Cycling are working together with marketing agency RPM to launch the third Sky Ride cycling campaign.
Running for six months over the summer, the nationwide mass participation and local cycling events will inspire families and friends to get on their bikes, under the tagline ‘Where will your bike take you?’ Sky and British Cycling share the aim to get one million more people back on two wheels by 2013.
The campaign includes local led rides and traffic-free city rides, complimented by a whole host of route side entertainment. This includes Sky Sports ‘Living for Sport’ Bike Freestylers, a British Cycling Bike Café providing guidance on where to continue cycling in your local area, dancing lolly pop ladies, buskers and music bikes.
Members of Team GB and the Sky Pro Cycling Team will also make appearances, including Sir Chris Hoy and Victoria Pendleton.
Sky Ride 2011 builds on the success of the last two years, with Sky and British Cycling’s joint cycling initiatives so far having resulted in 376,400 more adults cycling regularly (cycling at least once a month or 12 times a year).
Jeremy Darroch, Sky’s chief executive, says: “Sky and British Cycling have always set out to achieve big things; together our ambition is to get millions more people on their bikes and excited about cycling as a sport. After the fantastic response we received from the last two Sky Rides, we hope Sky Ride 2011 will be even bigger and better.”
This is an initiative that can but be encouraged even though – in the case of Sky Broadcasting – it may have a lot to do with PR and making oneself appear good and green rather than a real interest to green people's transport and to get them active.
© 2011
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