Background:

  • Bike New York promotes bicycling and safety through public events and free education programs, as well as collaborating with community organizations.
  • In addition to producing the TD Five Boro Bike Tour, America’s largest cycling event, Bike New York produces Bike Expo New York and several regional rides outside NYC.

Challenge:

  • Re-position Bike New York’s events as a truly unique marketing platform for brands to align.
  • Lead the re-positioning of Bike New York as a premier organization for brands that want to target NYC and reach and engage adopters of a healthy, active lifestyle.

Results:

  • Conducted extensive research campaign that identified the best practices associated with other NYC events along with national, cycling / endurance events.
  • Worked diligently with Bike New York to identify specific areas for innovation that would position Bike New York as a truly unique and valuable property for brands to align with.
  • Secured over 30 partnerships for Bike New York.