Campaign Ride to Work Day 2011
Client Motorcycle Industry Association
PR team Promark PR & Marketing
Timescale April-June 2011
Budget £13,000
Promark was called in to relaunch National Ride to Work Day (20 June), an industry campaign to encourage more people to commute by motorcycle or scooter.
Objectives
- To encourage existing leisure riders to use their bikes to commute to work
- To encourage non-bikers to ride to work
- To increase sign-ups for free 'Get On' trials.
Strategy and plan
The PR team rebranded the campaign and created a dedicated website. An intensive social networking campaign was run across Facebook and Twitter. One of the key messages was the chance for anyone in the UK aged 16 and above to take a free trial ride via the industry sister campaign Get On. A partnership with motorcycle radio station BikerFM, which has 22,000 listeners, was also set up.
Measurement and evaluation
The campaign generated more than 52 pieces of coverage including in the Sunday Mirror and Metro. The Facebook event had 1,160 confirmed as attending RTWD 2011.
Results
Online free trial sign-ups jumped from 120 bookings to 216 on RTWD itself, with 288 and 213 on the two subsequent days. The conversion rate from site visitor to free ride booking rose from an average of 3.3 per cent to 12.8 per cent during the campaign.
