HSBC UK and British Cycling teamed up in January 2017 and set themselves the mission of creating the biggest single contribution to a greener, fitter, healthier Britain over the eight years of their partnership. A specific target of this societal partnership is to inspire two million people to cycle by 2020, with the purpose of transforming Britain into a great cycling nation.
A key aspect of the partnership is the delivery of 14 free, family-friendly, closed-road mass participation cycling events during the year. These take place in selected cities across England, Scotland and Wales and are called HSBC UK Let’s Ride.
For the second year running, HSBC UK and British Cycling tasked us with delivering engaging activations for participants at the HSBC UK Let’s Ride events. Across the year, we organised and delivered several branded activities with the goal of inspiring participants of all ages and abilities to continue cycling. These included a virtual reality experience, a pledge wall, bib personalisation, a photo opportunity, the chance to ride quirky bikes such as tandems and rickshaws, an off road cycling challenge and a cycling themed craft zone for children.
The events started in Cardiff on 13th May and culminated in Liverpool on 23rd September. Over the course of the series 113,500 participants took part in the events (a 3,500 participant increase on last year). The events scored a 96% satisfaction rate and, most importantly, 46% of participants said they were likely to increase their cycling frequency due to attending a HSBC UK Let’s Ride event.
Alongside the event delivery, we managed both British Cycling ambassador appearances and non-cycling ambassador appearances to promote the partnership and to inspire participation. These ranged from the likes of Sir Chris Hoy and Laura Kenny CBE, to Shane Williams MBE and Rebecca Adlington OBE who promoted different HSBC UK Let’s Ride events with pre-event media, as well as attending on the day.
The partnership between HSBC UK and British Cycling enters its third year in 2019, and together they look to continue to inspire people to get on their bikes, helping to make us a greener, fitter and healthier nation.