The purpose of the Portland By Cycle campaign was to encourage new and existing bicycle riders to utilize their bicycle for more trips and new trip purposes. Like the Ten Toe Express walking campaign, we promoted the transportation and health benefits of a more active lifestyle. The campaignâ€™s message was reinforced by a sponsorship by Providence Portland Medical Center.
The Options team test drove the campaign in the 2005 target located on Portlandâ€™s eastside. Four thousand walking kits were distributed to residents of the Eastside Hub Target Area, which was made up of the Laurelhurst, Mt. Tabor, Sunnyside, and CENTER neighborhoods and portions of the Richmond, South Tabor and Montavilla neighborhoods.
The centerpiece of the campaign was the bike kit, which included several Portland bike maps, a bike events schedule, a set of the new bicyclist information cards, a coupon book for local businesses with over $100 in savings, a tire patch kit, a leg band, and more information. The kit provided all the information and contacts residents and employees in the Eastside Hub needed to get around Portland by bike.
The campaign also included several other programs. Summer Cycle was back for 2005 with a series of casual 8-10 mile bike rides around Portlandâ€™s eastside. Women on Bikes was an outreach program aimed at increasing the number of female bike riders through a series of clinics and rides geared specifically for women. Guided Commute Rides provided eastside Portland residents with an opportunity to get materials and ask questions about bike commuting while participating in a morning ride to the Lloyd District or downtown. The series of Smart Living Classes included several classes geared specifically to those interested in cycling. The campaign also involved distributing kidsâ€™ bike helmets and bike lights to target area residents in need.
1120 SW Fifth Ave, Suite 800, Portland, OR 97204