Big Bike Revival scoops digital marketing award

The Big Bike Revival, developed by national cycling charity CTC in partnership with the Yorkshire-based marketing agency Diva Creative, scooped Best Digital Marketing Campaign in the Public Sector at the Northern Digital Awards.

Following a successful pilot, a rollout of The Big Bike Revival last summer saw more than 30,000 people across England attend around 1,600 events, where they could find out how to restore their bicycles, receive discounted on-the-spot repair services, and enjoy cycling-related activities for all the family. 

As part of the project, the responsive website, promotional video featuring former EastEnders star Martine McCutcheon, and associated social media promotion reached an audience of over 17 million people. 

David Murray, Head of Communications and Campaigns at CTC, said: “The Big Bike Revival has been an incredibly popular initiative and it was fantastic to see so many people rediscovering the joys of cycling.

“The campaign was all about bringing forgotten bikes back to life and highlighting the positive impacts that cycling can have – not just on individuals, but also on the country as a whole.

“This award is a great result for The Big Bike Revival and CTC. More importantly, thousands of people engaged with the campaign and restored their bikes.”

Amy Boyle, Director of Strategy at Diva, said: “Working on the The Big Bike Revival was great fun and it has been rewarding to see Diva’s digital expertise make a real difference to cycling participation levels.

“We continue to lead the way in the sustainable travel sector, with projects like this delivering effective behaviour change across the UK.”