The Best Smarter Travel Marketing Campaign Award
This award recognises smarter travel marketing campaigns that:
are great value-for-money;
engage with their target audiences;
and have a measurable impact.
We had 17 entries in this category and the key question is: did the marketing campaign achieve it’s goal?
Cheaper by the Dozen Marketing Campaign - Arriva Trains Wales
The Big Bike Revival – Diva Creative & CTC
I Love Cycling – Southampton City Council
Find out more about the finalists with this short video: VIDEO Winner: “The Big Bike Revival” by Diva Creative working with CTC
CTC, the national cycling charity, commissioned Diva to deliver a campaign that encourages lapsed cyclists back onto their bikes. The practical 'hook' was helping people with basic bike maintenance.
The informal illustrative style of the Big Bike Revival brand presented cycling as a straightforward and accessible activity for all the family.
Friendly and relatable famous face fronting campaign
Twitter reach of +5 million
Facebook reach of +2.3 million
The Diva-designed bigbikerevival site received 400,000 site visits during its first month. Media coverage as a result of the campaign helped it reach an audience of more than 3 million people.
A cost-benefit analysis, utilising the Department for Transport’s WEBTAG toolkit, showed £2-£6 returned in economic value for every £1 spent.
The DfT plan to use campaign as an example of best practice
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