Launching HOY Kids Bikes with Sir Chris Hoy and Evans Cycles
We conducted a survey with YouGov to highlight the main barriers of entry to kids’ cycling in the UK and create a news hook. The survey revealed that one in five kids in the UK cannot ride a bike.
To offer a solution to the problem, we then held a media day with Sir Chris Hoy and British Cycling to teach a group of kids how to cycle at Herne Hill Velodrome on the new range of HOY bikes. The day was used to generate content around teaching a child to learn to ride and improve skills/confidence - for both media and in-house use.
Via strategic PR outreach across cycling, local and national titles, we achieved widespread high-profile coverage to promote Sir Chris Hoy and the new range of HOY Kids bikes, as well as strengthen the partnership between British Cycling and Evans Cycles. We secured 66 pieces of coverage appeared in prominent blogs, national and specialist publications.