{"id":9075,"date":"2023-02-02T10:28:17","date_gmt":"2023-02-02T09:28:17","guid":{"rendered":"https:\/\/supercykelstier.dk\/concept\/?page_id=9075"},"modified":"2024-08-14T15:00:40","modified_gmt":"2024-08-14T13:00:40","slug":"events-and-campaigns","status":"publish","type":"page","link":"https:\/\/supercykelstier.dk\/concept\/communication\/events-and-campaigns\/","title":{"rendered":"Events and campaigns"},"content":{"rendered":"
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An important aspect of cycle superhighways is communication, as increasing awareness of cycle superhighways as a concept and the specific routes is necessary to encourage more people to cycle. Launches and cycle superhighway campaigns are effective in raising awareness, as they can also help retain and acknowledge existing commuters. The same applies to events, which can either be solely about cycle superhighways or bigger events where cycle superhighways are part of the event. <\/p>\n\n\n\n

In the Cycle Superhighway Collaboration in the Capital Region of Denmark, communication regarding all existing and future cycle superhighways will be available on the collaboration’s shared website: www.supercykelstier.dk<\/a>.<\/p>\n\n\n\n

Route launches<\/h4>\n\n\n\n

When a cycle superhighway is completed, it is celebrated with a common route launch involving all municipalities of the route. In the Cycle Superhighway Collaboration in the Capital Region the Office for Cycle Superhighways are responsible for planning the route launches in close dialogue and collaboration with the municipalities. The office handles both the initial considerations, planning, execution, and the accompanying communication and PR.<\/p>\n\n\n\n

When a new cycle superhighway is to be launched, it can be done in many ways. It is therefore relevant to consider the following questions in the initial planning phase:<\/p>\n\n\n\n

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10 questions for route launches<\/h3>\n\n\n\n
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Does the route have any special characteristics? <\/i><\/h4>\n<\/div>\n<\/div>\n\n\n\n
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E.g. if there is a strong focus on lighting, the launch can be based on this theme and take place during the darker hours of the day. If the route passes by many workplaces, the launch can be based on a corporate initiative together with neighboring companies and so on.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Is there a particular current occasion\/event locally or regionally? <\/i><\/h4>\n<\/div>\n<\/div>\n\n\n\n
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E.g. if there is a cycling theme week being held in one of the route’s municipalities, this event can serve as the backdrop for the launch or if a campaign e.g. a Bike to Work-campaign is taking place soon the two events can maybe be combined.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Is there a particular political wish or demand for the launch? <\/i><\/h4>\n<\/div>\n<\/div>\n\n\n\n
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E.g. if the route has sparked debate in the local community or has political prestige, there may be a desire to tone down or ramp up the launch. Typically, local politicians would like to participate in route launches regardless of size, as cycle superhighways are as much a local as a regional upgrade.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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What type of launch does the timing suggest? <\/i><\/h4>\n<\/div>\n<\/div>\n\n\n\n
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In spring it’s ideal to focus on getting people on their bikes. Autumn suggests a campaign aiming to get people back on their bikes after the holidays, while a winter launch requires extra care for cyclists e.g. through small bike repairs or a focus on good winter maintenance.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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How many participants are wanted? <\/i><\/h4>\n<\/div>\n<\/div>\n\n\n\n
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Is there a wish for a large launch with many participants and both commuters, politicians, citizens, etc., it’s a good idea to launch the route during rush hour in the morning or afternoon. However, this places different demands on the content itself; for instance, a larger bike tour on the route during rush hour may be disruptive to existing traffic and not a great succes.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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What should the launch consist of? <\/i><\/h4>\n<\/div>\n<\/div>\n\n\n\n
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A bike ride along the route works well to signify the launch of the route. Alternatively, one can organize one or more small or larger events along the route to meet the users instead of arrangeging a bike trip on the route.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Does it need participation from officials? <\/i><\/h4>\n<\/div>\n<\/div>\n\n\n\n
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Mayors often like to participate, give a speech, and possibly cut an orange ribbon to mark the opening of a route and the completion of a project that typically has taken several years to finish. Since there are typically multiple mayors along one route, it’s important that all municipalities along the route are involved in deciding and planning the launch event.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Who should also participate? <\/i><\/h4>\n<\/div>\n<\/div>\n\n\n\n
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The bike commuter is the primary target audience for cycle superhighways. Therefore, it is also logical that the commuter is one of the primary target audiences for the launch of a new cycle superhighway. Additionally, citizens, politicians, local businesses, and local cycle associations can also participate. It is recommended to focus on everyday cycling and bike commuting to maintain the story of cycle superhighways. If the launch is targeted towards families with children or school-children, it will be more difficult to keep the focus on bike commuting and the story of the benefits of good regional cycling connections. <\/p>\n<\/div>\n<\/div>\n\n\n\n

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What is the purpose with the launch besides launching the route? <\/i><\/h4>\n<\/div>\n<\/div>\n\n\n\n
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The primary purpose may be to mark that the route is opened. In that case, the launch can be small and local. If the purpose is to encourage a number of businesses along the route to do more to encourage their employees to choose cycling, it requires a larger and longer-lasting effort that extends beyond the launch event itself.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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What stories should come from the launch? <\/i><\/h4>\n<\/div>\n<\/div>\n\n\n\n
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If you want local coverage of a single launch event, the relevant press should be invited well in advance. If you want broader coverage of a longer-term effort, stories should be pitched to relevant media well in advance and typically coordinated closely with the media as it progresses. Learn more about press coverage here<\/a>.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Check list for route launches<\/h2>\n\n\n\n