Bike & Go will offer bike hire to rail users at train stations and is due to launch next month in Liverpool. The scheme will be rolled out to another 50 stations on Merseyrail, Northern Rail and Greater Anglia routes, which are part-owned by Abellio.
Smoking Gun will work on a national branding campaign, as well as experiential and blogger outreach in targeted regions to boost awareness of the scheme among rail users.
The agency will work closely with marketing agency The Foundry, which is handling brand development and launch marketing for the scheme.
Abellio cycling project manager Margriet Cuypers said: ‘We need to differentiate our product from others on the market, as no other scheme is designed to complement and complete rail journeys for occasional cyclists. Smoking Gun has clearly grasped the concept and added a creative and forward-thinking approach to enable the project to really come together.’
Smoking Gun managing director Rick Guttridge commented: ‘This is an innovative scheme from Abellio and the launch programme is complex due to the number of stakeholders involved.
‘We’re thrilled to have secured the support of Transport Minister Norman Baker for the national scheme and we’re excited to get the Bike & Go message out there.’