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Brompton launches new campaign to promote cycling amongst London’s older population | Community

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Brompton launches new marketing campaign to advertise biking amongst London’s older inhabitants | Group

Brompton Bicycle has launched a brand new marketing campaign, ‘I’m getting ON’, geared toward selling biking amongst London’s older inhabitants.

Credit score: Spencer Murphy

The marketing campaign, which got here runner up in TfL’s Variety in Promoting competitors, seeks to flip outdated stereotypes on their head and present that it’s by no means too late to get on a motorcycle.

“‘Getting On’ needn’t and shouldn’t be a unfavourable or derogatory phrase any longer,” mentioned a press release. “As an alternative, it’s a clarion name for all those that imagine that everybody ought to expertise the enjoyment and freedom {that a} bicycle gives, no matter their age. Invented and made in London, Brompton and Brompton Electrical bikes are the proper technique to benefit from the many bodily and psychological well being advantages of driving a motorcycle across the capital metropolis.

“As we glance in the direction of cautious unlocking from COVID-19 restrictions, it has by no means been extra necessary for individuals to get energetic. That is significantly true for the older generations, lots of whom could have confronted lengthy intervals of isolation during the last 12 months. ‘I’m getting On’ will spotlight the independence and freedom that travelling by Brompton gives, opening up new alternatives to discover native communities and experiences.

The marketing campaign prominently options Brompton Electrical bicycles. For the reason that launch of its electrical bike, Brompton has seen a shift in its buyer profile, with over 55% of consumers aged over 55 shopping for Brompton Electrical bikes, in comparison with round 30% for its non-electric fashions.

Biking has additionally grow to be extra accessible by the supply of 260 kilometres of high-quality cycle routes since Could 2016. TfL knowledge has additionally repeatedly proven vital will increase in biking at weekends because the pandemic started, with a rise of 240% over the weekend of Twenty sixth-Twenty eighth February 2021 – the latest weekend for which TfL has knowledge for – in comparison with the identical weekend in 2020.

Latest TfL cycle rely knowledge reveals increased levels of cycling in both inner and outer London final autumn with a 7% improve in biking in interior London and a 22% improve in outer London in comparison with the earlier rely in spring 2019.

“We’re happy with the alternatives that our bikes give to individuals of all ages, and wished to make a transparent assertion countering the notion that some persons are ‘too previous’ to cycle,” mentioned Christina Lindquist, head of selling at Brompton Bicycle.

Credit score: Spencer Murphy

“It’s time to finish the stigma round bodily exercise for older generations. We all know from chatting with lots of our prospects who’re over 55, that they experience completely in every single place – whether or not it’s for errands, seeing family and friends, or train. As we start to emerge from the coronavirus restrictions, it’s extra necessary than ever that everybody will get energetic, and we wish to play our position in making that occur.”

Chris Macleod, director of buyer and income at TfL, added: “With the competitors now in its third 12 months, it’s nice to see that the distinctive expertise and creativity within the promoting trade remains to be being engaged by the themes of our competitors – as illustrated by the excellent high quality of this marketing campaign.

“My congratulations go to Brompton and people who supported them on their unimaginable entry, which clearly shone by regardless of robust competitors, in addition to my because of the man judges and our promoting companions. As we start to take the primary steps to restoration from the pandemic, I hope this competitors will assist encourage the trade to return again stronger and extra inclusive than ever.”

Learn the March problem of BikeBiz under:


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