Public Sector: Campaign breakdown - Country Mile

Agency: Admiral PR
Client: Devon County Council
Timescale: May 2009-ongoing
Budget: Not disclosed

- The lowdown

A campaign aimed at encouraging seasoned motorcyclists to adopt safety-led techniques was created for Devon County Council by Admiral PR in partnership with marketing consultancy Fused.

- Who is being targeted?

The primary targets are male bikers aged 30 to 45 who ride in an area of Devon that is identified as the county's primary danger zone. Secondary targets include bikers throughout the UK.

- What are the main aims?

The main aim is to reduce the number of motorbike deaths and injuries on Devon's roads. This campaign links safety measures to performance improvement techniques, training and playing on the biking community's desire to 'improve their skills'.

- What activities are taking place?

A series of films were created, aimed at educating and enhancing bikers' current skills and launched via YouTube. Audiences can follow the journey, enhanced with live technical commentary and analysis.

- What else is Admiral planning?

Activity is being maximised via targeted media relations with the biker press, national bike journalists, regional press and online bloggers and forums. Press trips, competitions, briefings and feature pitching have so far resulted in coverage in The Daily Telegraph, Daily Mirror and the Daily Star. A second phase of the campaign focusing on riding in the winter season is due to launch later this year.

- What challenges does Admiral face?

A major challenge is securing buy-in from riders. Notoriously, bikers think safety is not relevant to them.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in