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Cycle hire 1

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Cycle hire 1

Question reference: 1161 / 2012
Assembly Member: Caroline Pidgeon
Date: June 2012
Question: What steps are you taking to encourage groups such as women and people on low incomes who currently do not use cycle hire to use the scheme?
Answered: Answered
Written response from the Mayor: Women and low income groups are key target audiences for Barclays Cycle Hire (BCH) marketing. The latest advertising campaign, which launched the expansion of the scheme in March 2012, featured women as the most prominent cyclists in all of the advertising posters and on the leaflet front cover. Posters in leisure centres which target people on low incomes effectively, and posters with the headline “Give it a go for only £1”, are targeted to appeal to lower socio-economic groups. TfL is currently planning to extend the BCH roadshow demonstrating the scheme to members of the public at areas of high footfall, including shopping malls, colleges, universities and community events in early summer 2012. TfL engages with a wide range of community and charity groups on a continuing basis to ensure that the Cycle Hire message reaches the widest possible audience. TfL has also embarked on a programme of recruiting Community Ambassadors for BCH in the Tower Hamlets area. Around 30 community contacts are participating in a pilot project to become scheme Ambassadors to promote BCH to colleagues and members. BCH remains one of the most cost effective means of travelling around central London.
Located in: MQT
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