cycling. families.
adventures.

halfords. national trust.

Encouraging our audience to get out and cycle more, combined with overcoming safety and convenience factors created an interesting challenge. We needed to combine all of these elements in a proposition that not only incentivised purchase but provided an accessible solution.

our approach.

We identified the National Trust as a potential partner as they offered the perfect combination of safe places to cycle combined with the convenience of multiple interesting locations throughout the UK. We developed a partnership proposal whereby any qualifying purchase received a Free National Trust Family Day Pass worth up to £50.

The campaign was supported with an integrated campaign over a three-month period, including retail, digital and TV support. In addition, a partnership with Global Media and The Mail Group saw bespoke content around creating and sharing cycle routes; bringing the partnership to life at a local level.

Over 15,000 Family Day Passes were redeemed, a 30% participation rate was achieved and brand equity scores increased significantly. The initial commercial partnership is now developing into an on-going partnership programme where joint activities are being developed with both parties to further deliver a wellness programme.