The campaign also includes the launch this spring of the National Cycle Training Standard – to replace the Cycling Proficiency Test. Publicity will seek to capitalise on June's Bike Week, Bike to School Week and Bike2Work.
Cycling England was set up in March 2005 to orchestrate the efforts and resources of local authorities, government departments and NGOs – including sustainable transport charity Sustrans and cyclists' association CTC. It has not used an agency before.
Agency partner Chris Jones said: 'The campaign will demonstrate
whether EU levels of investment can make a difference.'
Cohn & Wolfe and GCI also pitched for the £150,000 brief.