Biking focus for Capitalize

Sports specialist Capitalize has won a six-way pitch to launch a £4m consumer campaign to boost the UK's motorcycle industry.

The three-year 'Get On' campaign will focus on recruiting newcomers to motorcycling and scootering. It will also aim to change public perceptions of riding, concentrating on the message 'Life's Better on Two Wheels'.

The public will be able to sign up on the campaign website 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, news and entertainment media, as well as specialist motorcycle outlets.

Capitalize will use celebrities to emphasise the freedom, fun and flexibility of biking, as well as its time, cost and environmental advantages. But safety will be at the forefront, with messages highlighting the importance of training and skills development.

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