A study into cycling in the UK has revealed that almost half of UK parents have never taken their children on a bike ride and 1 out of 3 homes are bike free zones. To put cycling back on the agenda in British family homes, Kelloggâ€™s Bran Flakes launched the â€˜Get on your bikeâ€™ campaign with multi Olympic Gold medallist â€“ Sir Chris Hoy in the saddle as spokesperson to launch the new Kelloggâ€™s cycling campaign.
The campaign, timed to coincide with ‘National Bike Week’ was designed to encourage the British public to ‘get on their bikes’ and reinforcing the health and safety benefits of teaching children how to ride a bike as a core part of childhood. markettiers4dc directed all broadcast media relations from a media launch event at a Hackney primary school. At the event Chris gave the pupils of Northwold Primary a gold-plated lesson in cycle safety and answered questions posed by national media and star-struck youngsters alike.
markettiers4dc delivered an integrated broadcast campaign across TV, radio and online media to maximise national reach for the activity. TV pick up included coverage on BBC Newsround, BBC Sportsround and ITV. National and regional radio coverage was achieved on Radio 2’s Chris Evans show, George Lamb’s show on BBC 6, talkSPORT, Absolute radio, Kerrang! LBC and BBC London.
Online, the video featured on The Sun, The Daily Mail, The Telegraph, MSN, AOL, Tiscali and BBC Newsround’s website.
The ongoing campaign has already reached a potential audience of 180 million+ and online traffic is still building.