Mobile marketing agency Incentivated has been signed-up to promote the
first Hovis London Freewheel,  which takes place on September 23rd, and
aims to encourage Londoners to cycle more.
The day has been promoted throughout the summer via email and on
leaflets, underground posters and in tube carriages. A call-to-action
is included on all promotional material inviting people to text BIKE to
62967. A text message is sent back requesting users to submit their
email address in order to receive further information about the event
and registration details straight to their inboxes. A WAP push is
also sent with a link to a dedicated mobile Internet site where users
can find out more information, sign up to take part in the event, and
view maps to locate their nearest Freewheel Hub the meeting points
where participants can get ready for the day ahead with refreshments
stalls, bicycle experts and toilets.
We all have a responsibility to reduce our carbon emissions says
Incentivated MD Jonathan Bass. This campaign will make it quick and
easy for Londoners to sign up for the Freewheel event when they are out
and about.
Jenny Jones, the Mayor of Londons Green Travel Adviser adds:
Record investment in cycling through Transport for London, an
expanding network of cycle and bus lanes, and the confidence given to
cyclists through tackling congestion in central London, has transformed
levels of cycling in the capital. There are now an estimated 480,000
cycle journeys every day across London, around 30,000 more than a year
ago. We hope that this campaign, and the Hovis London Freewheel event,
will further encourage Londoners to get on their bikes
As well as the campaign for the Hovis London Freewheel, the Mayor of
Londons office is also running mobile campaigns for CABWISE, which
encourages safe travel, and others promoting recycling, and celebrating
ethnic diversity.