HotChillee are proud to join leading cycling brands to launch a new joint campaign to show that #BikeIsBest and inspire a new demographic to take up cycling. It is hoped that widespread collaboration from the industry will make the campaign the first joint cycling industry initiative – combining brands, retailers and organisations – in nearly 50 years.
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 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 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 hashtag and sign off in communications to leverage the power of the entire industry.
"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 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.”
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, 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 Sustrans, British Cycling and London Cycling Campaign.
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 [email protected].
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Glen is usually behind the scenes making sure that the Hotchillee Ride Captains and event participants have fully functioning bicycles to ride but he occasionally makes an appearance in front of the camera to share his wisdom. If he’s not fixing or building bikes he’ll be out riding in #SweetSussex. If you want to know anything about Cyclocross, Glen is the man to ask.
Website: www.aeightbikeco.com
Instagram: @aeightracer
Consultant with British Cycling and author of the Road Cycling Performance Manual. Lover of cobbles, gravel and Siberian Pine – not so keen on climbs! Nik is the author of all of the Hotchillee Training Plans, Zwift workout files and regularly posts tips and advice on the Hotchillee app. He’s also the evil genius behind the now infamous Hotchillee Gain Train.
Twitter: @nikalascook
Instagram: @nikalascook
Adele has worked within the health and fitness industry for over 25 years starting with a ballet and dance background herself, she has progressed to training and teaching all styles of fitness and offers Pilates, barre & yoga. As a keen runner, Adele appreciates the need for a strong healthy body and mind and incorporates many elements of Pilates, yoga and barre into her own training to ensure her strength and stamina remain.
Website: www.purebodybyadele.co.uk
Instagram: @purebodybyadele
