Bike Charlotte
The city of Charlotte, North Carolina wanted to encourage people to get out of their cars and onto their bikes – for errands, exercise, even commuting to work. To deliver that message, we used the bikes themselves. Signs were attached to bikes and placed in newly installed bike racks around the city. We also placed bikes with signs atop cars, which were driven around during rush hour traffic.
Although our initial target were the commuters who drive into Uptown Charlotte, our audience didn’t end there. News outlets picked up the story and bike groups as far away as England and Japan began inquiring about usage of our signs. A little closer to home, the city’s bicycle coordinator noted that after the campaign broke, bike traffic increased, as did web hits, emails and phone calls to his office inquiring about different bike programs. Not bad results for a budget that included no paid media.
