Major collaboration of bike industry to show UK public that #BikeIsBest

first_imgLeading cycling brands, retailers and organisations are launching a new joint campaign to show the UK public that #BikeIsBest and inspire a new demographic to take up cycling.At the heart of the #BikeIsBest campaign is an inspirational film, designed to promote behaviour change and question why we would return to our transport status quo as the nation emerges from COVID-19 lockdown.The film features a protagonist returning to ‘normal’ in search of so-called freedom, only to be met by crowded trains, traffic jams and endless waiting. The campaign explores what could happen if we choose a better future by cycling and highlights that 68% of UK car journeys are under 5 miles (Source DfT, 2017). ‘For many journeys and many reasons, the bike is the best option.’The film is supported by digital advertising and will be shared widely amongst the campaign’s network of partners. The budget for the brand-neutral campaign is funded by industry supporters and is coordinated by Fusion Media, the marketing communications agency specialising in cycling and active travel.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 the 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 movement will bring leading cycling brands and organisations together to present a single, unified message through their campaigning and marketing in the coming months. Each brand is encouraged to use the same #BikeIsBest hashtag and sign off in communications to leverage the power of the entire industry.A range of companies have already pledged their support to the #BikeIsBest film 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.The campaign is also backed by Cycling UK, Sustrans, British Cycling and London Cycling Campaign.Adam Tranter, Founder and CEO of Fusion Media, 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.”Sir Chris Hoy, 6x Olympic Champion, said “It’s been great to see so many children and families enjoying cycling and hear about little ones learning to ride for the first time too. I’ve really enjoyed the time I’ve been able to spend with my children on our bikes. Cycling brings so many long term benefits, both for our health and the environment, so I’d actively encourage everyone to give it a go – whether it’s riding to work, for exercise or just for fun.”The campaign will launch at the end of May 2020 and additional industry partners are welcomed. 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[at]fusion-media.co.uk.www.fusion-media.co.uk Relatedlast_img read more

Nasty rush hour wreck injures eight people

first_imgResponding agencies were the Campbell County Rural Fire Service, the Campbell County Sheriff’s Department, the Campbell County EMS and the Tennessee Highway Patrol.  (WLAF NEWS PUBLISHED – 12/14/2018-9:30AM-PHOTOS COURTESY OF CCRFS ASSISTANT CHIEF DANIEL LAWSON)Share this:FacebookTwitter A four vehicle crash sent one person to the hospital and shutdown Stiner Highway traffic on Friday morning.The call of the accident came in to 911 Dispatch at 7:31 am.  The incident closed the General Carl W. Stiner Highway at Middlesboro Road (just down from Big Os) for 45-minutes.  All toll, eight people were injured with one person being extricated.  One person was taken to a Knoxville hospital.last_img read more

It felt like playing with your friends says leader Schauffele after crowdless PGA Charles Schwab

first_img WATCH US LIVE SUBSCRIBE TO US Last Updated: 14th June, 2020 06:07 IST It Felt Like Playing With Your Friends Says Leader Schauffele After Crowdless PGA Charles Schwab The quiet of Colonial made Xander Schauffele feel as though he were back home in San Diego playing with his friends. In this case, his buddies happen to be some of the biggest stars in golf The quiet of Colonial made Xander Schauffele feel as though he were back home in San Diego playing with his friends. In this case, his buddies happen to be some of the biggest stars in golf.Schauffele made a 12-foot birdie putt on the 18th hole Saturday to break out of a six-way share of the lead with a 4-under 66, giving him one-shot lead over an All-Star cast going into a final round of the Charles Schwab Challenge.Jordan Spieth took only 10 putts on the front nine and had the lead until he didn’t hit the 15th green from 81 yards away, leading to bogey. He had a 68 and was in a chasing pack that featured Justin Thomas, U.S. Open champion Gary Woodland, Collin Morikawa and Branden Grace. First Published: 14th June, 2020 06:07 IST Written Bycenter_img COMMENT LIVE TV Associated Press Television News FOLLOW USlast_img read more