Sky Ride campaign sees enhanced activation
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Sky’s marketing communications agency, RPM, has reinvigorated the brand’s annual Sky Ride campaign – a joint mission with British Cycling to get millions of people back on their bikes – with enhanced activation that capitalises on Yorkshire’s hosting of the initial stages of the 2014 Tour de France.
The countrywide campaign peaks in the Yorkshire heartland of Leeds on Sunday 15 June 2014. This event will see all branding turned yellow in honour of the famous Yellow Jersey. The Leeds event will also feature Tour de France-themed cheering squads and face painters to maximise on the excitement generated by the start of the 2014 Tour de France in Yorkshire.
Sky Ride Leeds will additionally be used to amplify the anticipated Tour de France success of Team Sky. This includes a memorabilia area, featuring Tour de France-winning bikes ridden by Sir Bradley Wiggins and Chris Froome. Participants can also learn all about the squad, their training techniques, listen to the words of their inspirational Team Principle, Sir Dave Brailsford, and even take home recipe cards so they can eat like Team Sky too.
After touring across Plymouth, Bolton, Leeds, Southampton, Newcastle, Manchester, Sheffield, Hull, Leicester, Ipswich, Liverpool, York and Coventry, the final event will be held in Bradford on Sunday 28 September. Additional new features across the rest of the national campaign include route enhancement such as street entertainers, a ‘boost tunnel’ (a giant inflatable tunnel featuring lighting, sound, smoke and bubble machines), acoustic bands, Tour de France-themed costume characters to cheer on cyclists and a sprint zone where riders can go head-to-head with a friend over a 50m sprint.
Now in its sixth year, participants are being asked to register in return for a QR-coded ‘Sky Ride Pass’ that can be used to check-in at various points around the event. A team of 23 staff with iPads will be on hand to facilitate sign-in and check-in. Recipients will be able to unlock benefits such as a free bike service, plus discounts on bikes and accessories, all courtesy of Halfords. Participants can also check-in to free unicycling workshops, have a go at cycling off a ramp onto a giant air bag, or learn more about cycling opportunities in their area with Sky Ride Local and the Breeze network. Everyone who registers will additionally receive pre and post-event communications tailored to their interests.
British Cycling’s director of recreation and partnerships, Stewart Kellett, said: “We are delighted to once again bring traffic-free cycling to so many cities across the country. 2014 promises even better and more exciting events with a real festival atmosphere. We look forward to seeing more people than ever riding their bikes. With the Tour de France coming to Yorkshire, Cambridge and London, it’s a great time to be involved with cycling in Britain and we are really excited to help people make the most of their bike this summer.”
Sky’s senior cycling manager, Paul Barrett, added: “In 2012 Sky and British Cycling hit the target of getting 1-million people on their bikes, so the focus now shifts to keeping these people cycling and working on increasing the cycling frequency of women and people with disabilities. RPM’s new ideas are breathing fresh life into the initiative so we’re confident this year will be better than ever.”
RPM’s MD, Dom Robertson, said: “With the first three stages of this year’s Tour de France taking place in Britain in July, it’s a fantastic opportunity to ride the wave of national excitement. Our new ideas not only tap into ‘Tour Fever’, they also up the fun levels by making the cycling route more exciting and throwing focus onto activation areas to create a real festival feeling.”
