To launch the Mayor's first mass participation cycle ride around London by creating a new brand, securing a sponsor, recruiting over 30,000 sign ups for the event, and creating a retention programme to keep people engaged in the run up to the event.
Worked with the design agency unreal to create the Freewheel brand, securing Hovis as the main sponsor, with a combination of tactical out door ads on buses and partnership marketing to recruit sign ups, and with a digitally led retention programme to keep people engaged in the run up to the event.
- 40,000 people signed up to attend the event within 6 weeks
- Cost per registration £5.20
- 51% awareness of the event amongst Londoners
- 174,651 unique visitors to the website