British Cycling
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The challenge
There is a statistic that says that the average client/agency relationship will come to an end after 7 years. Our relationship with British Cycling is anything but average. We have worked closely with them for over a decade, during which time we've become one of the team. When we first worked with them, their main challenge was to reverse dwindling membership numbers and create an inspirational, cohesive brand that would give the government confidence in providing much needed investment.
The solution
We created and launched a new brand and sharpened up all of their marketing. We also taught the organisation to self-manage their brand. Specific projects in the last decade have included production of the bimonthly Racing Calendar, distributed to over 11,000 members; sub-brand design and marketing for Go-Ride, an initiative to encourage cycling amongst children; leisure cycling website everydaycycling.com which quickly achieved over 30,000 registered members; and production of manuals to help train the next generation of cycling stars.
The results
Whilst we can't claim direct responsibility for the Olympic successes of Chris Hoy et al, we like to think we've played a small part. The new brand and continued marketing has cemented their position as the internationally recognised governing body of cycling in Great Britain, growing membership by over 20% and boosting revenue. The brand also reflects British Cycling's reputation as a progressive, modern sports association that gets results on the worldwide stage, a reputation that attracts regular, large-scale government investment in the sport.
What did the client say?
"We have been delighted by Blueleaf's customer focus, ability to hit deadlines and desire to go the extra
mile in search of perfection. I have no hesitation in recommending the services of the team at Blueleaf"
Philip Ingham - Communications Manager, British Cycling
