British Cycling’s successful partnership with Sky and over 100 local authorities nationwide received further recognition last night, as a joint campaign was named as a winner at the Marketing Excellence Awards in London.
British Cycling’s Let’s Ride campaign, which was developed with Sky and promoted in partnership with Sport England and local authorities, was awarded the Partner Marketing prize at last night’s ceremony.
The Let’s Ride campaign aims to deliver an Olympic legacy for recreational cycling using the inspiration of the elite success at London 2012 and the Tour de France to encourage widespread behaviour change across Britain. It was created and delivered with Sky and over 100 local authority partners with widespread success.
British Cycling’s marketing and communications manager, David Bourque said:
“Through our ongoing work with Sport England, cycling is one of the few sports to show large scale participation increases in recent years, in becoming the third most popular sport in Britain, overtaking football.
“This success has been due to the inspirational partnership formed between British Cycling, Sky and local authorities. This partnership has transformed the number of people cycling and propelled cycling as a sport, hobby and mode of transport to the front of the nation’s consciousness.”
Sky’s head of cycling partnerships, Paul Barrett, said:
“We are immensely proud of the partnership we have with British Cycling and of everything we have achieved together.
“Our aim has always been to increase cycling participation and the Let’s Ride campaign is a great example of how effective our partnership is, especially when combined with the support of so many local authorities to share our message and promote the campaign nationwide.
“I am delighted that the partnership and the hard work of our teams has been recognised at the Marketing Excellence Awards and look forward to continuing to inspire people to ride their bikes, right across Great Britain.”
The CIM Marketing Excellence Awards have been developed to recognise the positive values that effective marketing has on an organisation.
For full details of last night’s winners, please visit the CIM Awards website.