06.20.17 - Comments Off on Bike Channel Appoints We Are Disrupt
Bike Channel has appointed We Are Disrupt to support the delivery of their women’s cycling strategy.
Bike Channel, the first television channel totally dedicated to the world of cycling, was launched in the UK in 2015 and is broadcast 24 hours a day on Sky and Virgin Media.
As ‘the home of cycling on television in the UK’, Bike Channel’s offering is extensive and presence well-established, but expanding their women’s cycling strategy – to boost their female audience and unlock the commercial opportunities women’s cycling can offer – is the next piece in the marketing puzzle.
We’ll be working closely with Bike Channel to deliver a strategy which aims to inspire, enable, celebrate and empower women in cycling – from roadies to BMXers and beginners to elite cyclists – while simultaneously breaking down the barriers to participation that prevent so many women joining in.
What will it look like? We’ll be tapping into the power of the female role model to create cycling heroes in all areas of the cycling media and broadcasting journey. This, in turn, will facilitate the development of a rich and engaged online and offline community and the development of a dynamic, yet accessible, content portfolio.
Filippo Ubaldini, Chief Executive of Bike Channel, says: “At a time when cycling is attracting more riders than ever, the Bike Channel wants to play a role in inspiring, enabling and celebrating women in cycling. The expertise that We Are Disrupt offers will help us to deliver our ambition of not only an increased awareness of the Bike Channel, but also an increase in the number of women cycling in the UK.”
Emma Lax, Managing Director of We Are Disrupt says: “We are very excited to be appointed by Bike Channel to deliver a women’s cycling strategy, grow their female audience and enable them to maximise the commercial opportunities in women’s cycling. Our team are passionate about cycling and we are excited by the opportunity to partner with the Bike Channel to empower more women through cycling across the UK.”