Sky Ride – a series of Sky-sponsored recreational cycling events and local rides from British Cycling – was named ‘Campaign of the Year’ at last night’s Bike Biz awards. Other cycle campaigns in the running for the award were Cyclesafe, the Cities Fit for Cycling campaign from The Times; Love London Go Dutch from the London Cycling Campaign; The Big Pedal from Sustrans and paid for by Bike Hub; and Cycletta, British Cycling’s bike ride series for women.
Stewart Kellett, British Cycling’s Director of Recreation and Partnerships, said:
“This is fantastic news. The philosophy behind Sky Ride events and the goskyride.com website is simple. No matter who you are or where you live, we’re got thousands of fun and easy ways to get on a bike. You can enjoy a mass participation Sky Ride city centre bike ride, or enjoy a Sky Ride local led ride with British Cycling ride leaders, or join a new online social network and get together with other cyclists for informal rides wherever you are. All of this is supported by a huge marketing and behavioural change campaign – the biggest ever national promotion of cycling for fun.
“Over 200,000 people every year take part in our programmes and this award is great recognition of everything that we’ve achieved. I want to thank all the supporting local authorities, participants, ride leaders and volunteers who’ve worked hard to make Sky Ride activities such a success.”
A statement from British Cycling said that over the past year the Sky Ride programme has worked in partnership with 45 local authorities to promote and deliver cycling opportunities; set up over 1,700 free community bike rides; and delivered 16 mass-participation traffic-free city centre events.