Four to aid cycling event

The Greater London Authority has brought in Four Communications to plug the capital’s inaugural Freewheel event.

Livingstone: does not ride
Livingstone: does not ride

Four’s sports, arts and sponsorship division beat competition from two other agencies to take the brief to encourage people to participate in the ‘Hovis London Freewheel’.

The event takes place on Sunday 23 September and will see a 14km route around central London closed to motorised traffic. Thousands of cyclists will take over the streets, passing the capital’s most iconic sights including the London Eye, Victoria Embankment, Westminster, St Paul’s Cathedral and the Mall.

The Hovis London Freewheel is designed to support the Mayor and TfL’s drive to build on the capital’s cycle renaissance, and encourage even more Londoners to cycle in the capital. There has been an 83 per cent increase in cycling since 2000. The event has attracted controversy. Taxi drivers claim the disruption will affect their profits.

The event’s initiator Mayor Ken Livingstone revealed he does not ride a bike, saying he was too old and that it was too much of a security risk to cycle to and from work.

Four associate Neil Hopkins is leading the account. ‘There have been similar events in New York, Italy and Germany to show how easy it is for cyclists to navigate cities,’ he said. Hopkins reports into GLA marketing manager Jason Cross.

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