The month of June marks the running of Trek’s Go By Bike campaign in the UK. For 2010, Trek has partnered with advocacy organizations London Cycling Campaign (LCC), CTC-The UK’s National Cyclists’ Organisation, and Sustrans.
From May 28th to June 30th, customers who purchase a Trek from participating dealers will be offered a free one-year membership to either LCC or CTC. Sustrans will then send customers a ‘Free Your Bike’ pack, which includes tips on cycling, and a local National Cycle Network map. Trek dealers will also be including a free helmet to customers who purchase a bike during the campaign.
In 2009, Trek UK launched a successful promotion called Go By Bike. The goal of Go By Bike was to encourage people to take up cycling, either for recreation or commuting. The campaign consisted of special offers available to customers, along with information on the benefits of cycling to the health and well being of not only the individual, but to the planet at large.
For 2010, Trek wanted to boost the effort of the campaign by doing more than a sales discount. Advocacy is a significant effort for Trek as a company, so a natural direction for the Go By Bike campaign to take was to team up with British advocacy organizations that have already had success in promoting cycling in the UK. LCC, CTC, and Sustrans were a natural fit as partners.
“Trek has never been in the business of just selling as many bikes as possible-it has always supported cycle advocacy across a number of different projects. The Go By Bike Campaign offered an opportunity to support specific organisations who in turn could help support the customer, especially those new to cycling,” said Andrew Griffin, Marketing Manager at Trek UK.
“We wanted to provide the customer with more than a bike when they leave the store. Providing free membership to these organisations allows the customer access to more cycling information and support than you could wave a stick at and, in turn, the customer is supporting the organisations involved,” he added.
This is the first such enterprise from a bicycle manufacturer, bringing together as it does, three of the most influential advocacy groups in Britain, and sits in line with Trek’s larger advocacy initiative, 1World 2 Wheels.
“It’s fantastic that Trek are supporting UK cycling and providing more people with the opportunity to do more with their bikes. Here at CTC, we focus on the social side of cycling as well as protecting and promoting the rights of cyclists. Go By Bike is a great initiative that has our full support, especially as it’s helping and encouraging more people to cycle.” Jonathan Sharpe, CTC Marketing Manager.
“We share Trek’s view that with just a little bit of support new cyclists can get so much more out of owning a bike, and fully realise the joys and utility that a bike offers. People join London Cycling Campaign for the offers, information and services, but they stick with us because they become part of a campaign to create a cycle-friendly London. Trek’s enthusiasm for advocacy is what really attracted us to this partnership,” said LCC’s Marketing Manager Lucy Cooper.
Sustrans Marketing Manager Monica Ogden said: “We’re delighted to get involved in this campaign because it builds on people’s enthusiasm for cycling when they first wheel home a brand new bike.
“Bikes can have a tendency to gather dust in sheds if their owners don’t know how to carry out basic maintenance or are unaware of traffic-free or traffic-calmed routes nearby. Our information packs show people where their nearest section of National Cycle Network is for their everyday journeys as well as inspiring them to enjoy exploring further afield, whether on a day trip or adventure holiday,” Odgen added.
The campaign starts on Friday 28th of May, and finishes on Wednesday 30th of June, encompassing Bike Week.