North Yorkshire County Council

North Yorkshire County Council and Open Harrogate wanted to encourage people in Harrogate to get active, get on their bikes, get walking and help reduce congestion.

Definition delivered an integrated media and marketing communications campaign to support the residential outreach programme delivered by WSP and aimed at people who live, work and visit the town.

This comprised extensive consumer research, from which we devised a targeted press release and the development of a radio promotion with local radio station, Stray FM. This was designed to challenge the perception that it’s quicker to drive and saw two presenters enjoying an on-air race – one on a bike and one in a car.

We also managed the social marketing campaigns, including the repurposed and amplification of the adbikes infographics and teaming up with Brompton Bikes for one lucky Open Harrogate engager to try a fold-up bike for a month.

97,727 impressions on Twitter

98,000 people reached via radio

50 on-air presenter endorsements

737 website page views

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