Objective: To market the business and strengthen the Barclays brand around London in an eye catching and innovative way. 

 

Solution: Sponsorship of Barclays Cycle Hire and Barclays Cycle Superhighways, a new London cycle hire scheme with 5,000 cycles and 335 docking stations in London’s zone one. Sponsorship rights include substantial branding on the bicycles and across TfL marketing channels, in addition to the activation platform it provides, which has seen a Barclays Cycle Hire roadshow visit 40 venues to date.

 

Rationale: “Barclays sees it as a very important way to strengthen our brand and market our businesses,” says senior sponsorship manager Jonathan Neill. “These schemes will make a positive contribution to society in London and have clear benefits of partnering with a sustainable and environmentally friendly mode of transport.”

 

Evaluation: Evaluation is carried out by TfL, Barclays and Barclays’ evaluation agencies. “The schemes have been hugely successful to date,” says Neill. “In the first two months, nearly 100,000 members have signed up and completed nearly 1,000,000 journeys. Provisional results from both Barclays Cycle Superhighways pilot routes suggest an overall increase of 25% in cycle journeys when compared with data from the same time in the previous year.”