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Bike industry marketing gets creative with cost of living crisis

Segments of the bike industry, plus some local authorities are seizing the opportunity to present the bicycle as a cheaper and more efficient vehicle amidst…

Tuesday, Jun 14

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Segments of the bike industry, plus some local authorities are seizing the opportunity to present the bicycle as a cheaper and more efficient vehicle amidst the cost of living crisis that has seen pay falling in real terms and inflation spiraling.

Specialist bike industry marketing business Fusion Media, the creatives behind the voluntary industry campaign #BikeIsBest, has again partnered with Specialized to deliver an urban campaign, this time at the fuel pumps where prices are creeping towards and sometimes exceeding £2 per litre .

Adam Tranter, the CEO of Fusion Media services and recent podcast guest right here on CyclingIndustry.News told us of the campaign: “Specialized are targeting Bristol to encourage Bristolians to choose eBikes for their urban journeys. Through targeted city-centre advertising placements and a localised message, they hope to make urban dwellers consider an eBike as their next vehicle purchase. These placements included billboards, bus stops and local petrol pumps. The campaign will run over a period of six weeks. Advertisements appeared in all of Bristol’s key boroughs, as well as the main thoroughfares in and out of the city, such as the M32.”

Despite the complaints of motorists about rising fuel prices, when benchmarked against public transport analysis of ONS data by the RAC Foundation shows that drivers have it easy. In the ten years spanning May 2011 to April 2021, benchmarked against the 28% rise in the cost of living, motoring has risen just 9.1%, while rail fares are up 37.3% and bus or coach fares vastly ahead […]

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