The three-year ‘Get On' campaign will focus on recruiting newcomers to motorcycling and scootering. It will also aim to change public perception of riding, supported by the message Life's Better on Two Wheels.
The public will be able to sign up on the campaign website to be eligible for a change to try a motorcycle ride for free. A Get On mobile unit will also be present at a number of mainstream consumer events, to give the primary target audience of young newcomers a riding taster session.
Get On will aim to engage lapsed and low mileage riders, as well as new recruits. Capitalize will target consumer lifestyle, national and regional news and entertainment media, as well as specialist motorcycle outlets.
Capitalize's PR brief will be to promote a positive attitude towards motorcycle and scooter usage to the public. It will emphasise the benefits of biking including freedom, fun, flexibility and sociability, as well as time saving, accessibility, cost and environmental advantages, using celebrities to convey each element. Safety will be at the forefront of the campaign with messaging highlighting the importance of training and skills development.