Last year Honda did this with much success – running a mixture of activities every day for a week. Monday and Tuesday were allocated for accompanied test rides for full licence holders wanting to try out new Honda models. This was extended to pillion rides too. Wednesday saw staff test riding different models during a 20-mile ride-out for a lunch stop. Plus, back at base, riders with all levels of experience enjoyed the Dave Thorpe ‘off-road experience’ on fields and a MX track located nearby. On the official Ride to Work Day, any employee who rode into work on a motorbike or scooter was offered a complimentary breakfast and refreshments. Thursday and Friday were key public-facing events, with potential new entrants to motorcycling being given the opportunity to ‘have a go’ on 125cc machines. For those who decided they wanted to go further than this taster session, free CBTs were offered on the Saturday and Sunday. Honda’s Head of Motorcycles, Nick Campolucci, is championing the campaign this year and he commented on Honda’s 2014 activity:
“Our market has been shrinking for many years now, we need to get serious about encouraging new entrants into our industry if we are to reverse this trend. Our ride to work week (2014) has been a great test bed for some of our new initiatives and to further explore the development of others. The feedback I have personally received from our week long activity has been very encouraging from riders and non riders alike.” “Other companies offered similar activities and included key Ride to Work messaging in their PR and communications,” said Steve Kenward. “Getting wide and consistent messaging on the benefits of PTWs out there from a number of sources is obviously very powerful and we are asking every company in the industry to get involved in some way; big or small – everything helps.” The MCIA has compiled a comprehensive PR Guide to give some inspiration and assistance for member activities this year. It includes information highlighting all the positive aspects of motorcycling, which would be useful in talking to the local media and for newsletters issued to customer databases. The key message to get across is Time Saved and last year this was proven by a series of ‘City Challenges’ which saw a car driver, public transport user and a motorcyclist crossing six of the most congested cities in the UK.* See the videos on YouTube: City Challenges in Birmingham, Brighton, Bristol, Leeds/Bradford, Leicester and Manchester. This source of information and statistics is not limited to MCIA members, Ride to Work Week is meant to bring together the whole industry and you can contact the team for help or to discuss any ideas you may have to promote the Time Saved message. Email Shirley Pattison via email@example.com You can keep up-to-date with all things Ride to Work Day by liking them on Facebook (www.facebook.com/RidetoWorkWeekUK) and joining the event and by following on Twitter (@RidetoWorkWeek) #commutehappy * Source TomTom United Kingdom Traffic Survey 2014 Ends 22/05/15 Notes for Editors
- Ride to Work Week incorporates International Ride to Work Day. The motorcycle industry campaign is now in its 17th year in the UK and 24th year around the world, organised in the UK by the MCIA.
- The Motorcycle Industry Association (MCIA) represents over 125 member companies from the supply side of an industry, which is worth over £7billion and directly employs 58,200 people in 5,700 businesses.