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Background: Bike New York is a not for profit organization whose mission is to promote and encourage bicycling and bicycle safety through education, public events, and collaboration with community and government organizations. In addition to producing the TD Bank Five Boro Bike Tour, America's largest cycling event, Bike New York also puts on regional rides outside NYC, offer free classes to the public, and develops customized bicycle safety and education programs in and around New York City.

Challenge: 2011 will mark the 34th year of the 5 Boro Bike Tour and while the ride is extremely popular, it has never been properly positioned as a marketing platform for brands to leverage. Leverage has been charged with re-positioning Bike New York and the 5 Boro Bike Tour as the premier organization and event to reach and engage adopters of a healthy, active lifestyle.

Solution: Beginning in August 2010, Leverage began an extensive research campaign that identified the best practices associated with other regional events along with national, bike focused events. Leverage also worked diligently with Bike New York to identify specific areas for innovation that would position Bike New York as truly unique and valuable property for brands to align with on both a regional and national level.

Results: Leverage was able to secure these partners: Eastern Mountain Sports, Energy Kitchen, Muscle Milk, Zipcar, Cannondale, Visit Jamaica.