FRIDAY 1 FEB 2019 12:30 PM


The Bikeability Trust, the charity which manages the Department for Transport-funded Bikeability cycle training programme, has appointed Promote PR to raise the profile of Bikeability in England.

The Bikeability Trust aims to get more people cycling, more safely, more often by building their confidence and ability to cycle. The remit of the specialist sports PR agency will be focused on highlighting the benefits of cycling to increase parental confidence in their children riding a bike so they can cycle regularly.

The campaign, which will run across both traditional and social media from the spring, aims to tap into the child inside every parent, helping them rediscover the joy and feeling of riding a bike so they can enjoy a shared experience as a family.

Isobel Stoddart, director of promotion & communications at the Bikeability Trust, says, “Promote demonstrated a very clear understanding of our aims and objectives. Their analysis of how to target one of our target audiences – parents – was spot on and their campaigns very relevant and engaging for this audience. We are confident that with Promote’s help we can ensure Bikeability really resonates with parents and guardians across the country and as a result more children will enjoy the freedom, fun and exploration of getting on a bike this summer.”

Promote’s MD, Nasima Hussain, adds, “From the first conversation with the Bikeability Trust we were excited at the prospect of working together. We could all personally relate to their ambition to get as many children as possible cycling more frequently. Everyone can remember their first bike, who taught them, and the freedom cycling allowed you as a child. These memories, like learning to cycle, stay with you for life.”

Promote PR celebrates its 25th anniversary in 2019. Founded in January 1994 by Sue Anstiss MBE, the Berkshire based agency’s client list currently includes leading sports brands such as Polar, Dunlop and Mizuno, sports National Governing Bodies.