Embedding the new BTN BikeShare scheme into the city’s conscience
Launched on 1 September, BTN BikeShare is Brighton and Hove’s ‘smart’ bike share scheme owned by the Brighton & Hove City Council and operated by Hourbike.
Our campaign targeted key local, regional and national outlets with stories and content. We also created and maintained BTN BikeShare’s social media platforms to help form genuine one-on-one connections with residents and users.
Campaign highlights so far have included a launch party, attended by local journalists, bloggers, councilors and celebrities and the bike’s unveiling at the Brighton Housing Trust’s “Round the World” charity cycle ride.
Between June and September, 89 pieces of dedicated BTN BikeShare coverage were generated holding key messages and registration calls to action. Coverage highlights included 11 segments and interviews on ITV Meridian and BBC Sussex. Fugu also secured national coverage for the regional bike share scheme including Mail on Sunday and This is Money as well as, the Guardian and the Independent.
In its first month, BTN BikeShare saw over 9,000 registrations making it the most successful opening month of any Hourbike scheme.
“We came in knowing Brighton & Hove is a unique city with a strong cycling culture, but still the usage figures are even better than we could have imagined! None of our other schemes across UK and Europe have had such a strong first month.”
Tim Caswell, owner, HourBike