Answer: One territory’s plans rarely fit another, so Matt took MATE. Bike UK back to the drawing board to establish key audience targets, growth plans, bespoke multi-point digital marketing campaigns, PR engagement strategies, product promotions, physical activations in a number of UK cities, and a wealth of content.

The campaign identified, inspired and enticed a new type of cyclist (often with very little previous experience or interest) and challenged the dominance of cars as the go-to for urban mobility.