Post-event summary of inaugural London Freewheel cycling event (2007).

1. Offline Advertising, Online Traffic: How You Can Target Your
Campaign To Maximise Your Online Activity
•Television adverts, print media or poster advertising: what are
the most effective ways to influence the flow of traffic online?
•Hear the GLA describe how they have created a multi-channel
campaign that has increased their traffic online using offline
advertising

3. Agenda
• Quick intro – GLA and London
Freewheel
• Campaign objectives and strategy
• Online landing
• Media schedule and activity examples
(plus online tracking)
• Other activity
• Results

4. The Greater London Authority
• The GLA is a unique form of strategic citywide
government for London
• It is made up of:
– a directly elected Mayor - the Mayor of London
– a separately elected Assembly - the London
Assembly
• More information can be found at
www.london.gov.uk/gla

5. Constraints
• As with most public bodies, the GLA:
– does not have a large marketing budget
– must be inclusive (not exclude anyone)
• In order to communicate widely the GLA
reacts to how people actually consume media
• Whilst moving towards a wider marketing mix
focusing on new media, including mobile
• Still reliant on ‘traditional’ media to reach
broad audiences

6. Objectives and Strategy
• Free cycling event for 15-20,000 Londoners
• Encourage ‘new’ and ‘lapsed’ cyclists
• Remove perceived barriers to cycling in London to
allow people to see and experience cycling on the streets
(again)
• Increase regular commute and leisure cycling in
London (88% increase 2002 – 2006)

7. Objectives and Strategy
• Promotion as widely as possible to all Londoners
• First event of type and scale in UK
• ‘Traditional’ advertising
• Website (only!) registration
• informal tracking of awareness and interest in the event
(registration NOT ‘required’ to participate)
• manage expectations for event management and Mayor’s
Office through the summer
• build database of Londoners to communicate future cycling
initiatives to

8. Media Schedule

9. Website (launch day, 2007)

10. Event Details …Getting There

11. Event Details … Cycling the Route

12. Registration

13. Registration Confirmation &
viral

14. Mayoral Press Launch

16. Website activity
>13,700 unique
visitors
6,000 registrations

17. Bus Lower Rears

19. Website activity
9,000 unique visitors
4,500 registrations

20. Bus Supersides

22. Website activity
15,000 unique
visitors
7,000 registrations

23. “Dear Ken Livingstone,
I just wanted to say what a wonderful
day yesterday was. The atmosphere
was just so fun and everyone looked to
be having a great time. To see so many
families and people of all ages on bikes
was brilliant. “

24. Tube 16$ x-tracks

26. Website activity
18,000 unique
visitors
8,600 registrations

27. Tube Car Panels

29. Website activity
22,000 unique
visitors
8,000 registrations

30. TfL Poster sites & other activity

33. Despite the title of this conference/
case study, the Hovis London
Freewheel did not “just” rely on
offline activity, however…

39. “Mr Mayor,
I would like to thank you, Transport for
London and everyone involved in a
fantastic day yesterday. Very
innovative, brilliantly organised, great
fun. A chance to cycle in London with
my children and grandchildren was an
experience to remember.
Please do it again next year “

42. “Hello Ken
Just a few words to say how much I
enjoyed the cycle ride on Sunday.Lets
have the event again next year
please.Can you pass on my thanks to
all the organisers and helpers on the
day, the event was very well run.It was
a joy to see so many smiles all around.
“

43. Website activity
Unique Visitors 50000 Actual
45000 Forecast Total
60000 40000
50000 35000
40000 30000
25000
30000
20000
20000
15000
10000 10000
0 5000
0
02 n
09 u l
16 u l
23 u l
30 u l
06 Ju l
13 ug
20 ug
27 ug
03 ug
10 ep
17 ep
24 ep
ep
u
-J
-J
-J
-J
-J
-A
-A
-S
-S
-S
-A
-A
-S
-
25- 02- 09- 16- 23- 30- 06- 13- 20- 27- 03- 10- 17-
25
Jun Jul Jul Jul Jul Jul Aug Aug Aug Aug Sep Sep Sep
Total Unique Visitors Total Registered Attendees
174,651 40,084

45. Results

46. Results
L ONDON F REEWHEEL ATTENDEES
(ac co rd in g t o pre -re g ist ra tion - TOTAL 4 0 ,0 8 4)
65+
55- 641%
4% 0-17
45- 54
10%
18-24
0- 17
28%
25-34
35- 44 35-44
20%
18- 24 45-54
6%
55-64
25- 34
31% 65+

47. Audience
• Target of 30,000 participants, reached
38,000 registered and an estimated
55,000 took part.
• 67% participants were aged 25-44
(compared with 45% of Londoners as a
whole)
• 71% were in full time work (compared
with 53% of all Londoners)
Source: GfK NOP

49. Results
• Spontaneous awareness of Hovis (2007 title
sponsor) stood at 98% among participants
• 83% rated the event as excellent
• 77% said they would definitely take part next year
• Over 300,000 visits to the London Freewheel website
• Event marketing generated a live database of 31,000
and £1.8m media coverage
• Among non-loyalists over 40% said they would
seriously consider purchasing Hovis “next time”
Source: GfK NOP

50. “Dear Mr Livingstone (Ken)
Many, many thanks for organising yesterday’s
terrific event. It was great fun filled day, which I
thoroughly enjoyed. Can you believe it -It was the
first time I had been on a bike in over 30 years!
Please pass on my thanks to all those who helped
in making the event go so smoothly.
I’m looking forward to next year’s!!
Sincerest thanks,
Martin “

52. Results
• £1.8 million of PR value achieved in 2007
• Media partners were METRO and BBC London
• £1.7million value of advertising on outdoor, tube
double royals, bus supersides, bus lower rears
from 26th July to 23rd September 2007

54. Bikes take over London – Cycling Weekly December 2007
The London Freewheel seemed like such a good idea that
everyone was left wondering why no one had come up with it
before. What better way is there to spend a sunny Sunday
afternoon then by pedalling round the usually traffic clogged
streets of central London, closed off to all but cyclists for the
day.
60,000 cyclists took part in the inaugural event, and 14 km of
roads were closed. The route passed St James’ Park,
Buckingham Palace, the Embankment and London Bridge
taking in London’s most famous sights.
It felt like the summer’s Tour de France all over again, the only
difference being that this time it was the public riding the bikes.

56. The sales pitch (shh…)
Be part of an extraordinary day…2008
Contact:
Jason Cross Harriet McDonald
Marketing Manager Sponsorship Manager
Jason.cross@london.gov.uk Harriet.mcdonald@london.gov.uk
020 7983 4553 020 7983 4081