Cost of "Catch up with the Bicycle" campaign
Dear Transport for London,
Please can you provide me with the total costs of your "Catch up with the Bicycle" advertising campaign, including agency, design, printing, leaflet distribution, video production, billboard hire and any other costs incurred.
I'm aware that this campaign has been running for many years with renewals and variation, so I'm happy to have the costs per season or for the whole campaign.
Yours faithfully,
J. Costello
Dear J. Costello
TfL Ref: FOI-0722-1213
Thank you for your e-mail received by Transport for London (TfL) on 30
July 2012 asking for information about the “Catch up with the Bicycle”
Campaign.
Your request will be processed in accordance with the requirements of the
Freedom of Information Act and TfL’s information access policy.
A response will be provided to you by 29 August 2012.
In the meantime, if you would like to discuss this matter further, please
feel free to contact me.
Yours sincerely
Gemma Jacob
FOI Case Officer
FOI Case Management Team
General Counsel
Transport for London
[1][TfL request email]
Dear J. Costello
TfL Ref: FOI-0722-1213
Thank you for your e-mail received by Transport for London (TfL) on 30
July 2012 asking for information about the Catch Up with the Bicycle
Campaign.
Your request has been considered in accordance with the requirements of
the Freedom of Information Act and TfL’s information access policy. I can
confirm TfL does hold the information you require. You asked:
Please can you provide me with the total costs of your "Catch up with the
Bicycle" advertising campaign, including agency, design, printing, leaflet
distribution, video production, billboard hire and any other costs
incurred.
The Catch Up With The Bicycle advertising campaign has run annually since
summer 2009. It aims to encourage new cyclists to get started, and
existing cyclists to cycle more, by offering inspiration and promoting
TfL’s cycling services.
TfL’s investment in the campaign works alongside overall funding for
infrastructure such as cycle routes, parking and Barclays Cycle Hire.
Also tools like Journey Planner / Cycle Guides and cycle safety training
and education. Therefore we are unable to provide the breakdown in figures
that you require.
The table below shows the total cost of the "Catch up with the Bicycle"
advertising campaign, annually since its inception in 2009. This includes
media, creative and production.
09/10 10/11 11/12 12/13 (budgeted)
Catch Up With The Bicycle £986,000 £740,000 £695,000 £1,250,000
You may be interested to know that each year the campaign has reached
approximately 75% of all London adults, with follow-up surveys
demonstrating that 40-50% of cyclists and those considering cycling
recalled it. Short films were produced in 2010 for cinema and online,
featuring case studies of real London cyclists, including Dermot O’Leary
and Edith Bowman. These have been viewed online over 825,000 times. The
campaign has helped the TfL cycling homepage receive circa 75,000 visits a
month in peak cycling season.
TfL’s research shows an increase in cycle mode share, with a 150% increase
in cycling since 2001, on track to achieve the Mayor’s target of a 400%
increase in cycling from 2001-26. Positive attitudes towards cycling are
increasing, and Londoners are more ‘primed’ to cycling than ever before.
If this is not the information you are looking for please feel free to
contact me.
Please see the attached information sheet for details of your right to
appeal.
Yours sincerely
Gemma Jacob
FOI Case Officer
FOI Case Management Team
General Counsel
Transport for London
[1][TfL request email]
Dear Gemma Jacob,
Thank you for responding with that information so quickly, much appreciated!
Yours sincerely,
J. Costello
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