Case Study: West Midlands Combined Authority raises cycle hire awareness and boosts journeys with BBJ&K

West Midlands Combined Authority boosts cycle journeys 430% with BBJ&K

The West Midlands Combined Authority, a strategic regional authority, faced the challenge of raising awareness for its new cycle hire service and converting car users into bike users. They partnered with vendor BBJ&K to implement a targeted campaign to increase the number of journeys taken.

BBJ&K's solution involved a highly targeted geographical approach, initially using digital and paper 6 sheet ads placed within 500m of the hire docks to reach pedestrians. As the scheme expanded, they introduced programmatic display to broaden the audience. This strategy delivered exceptional results for the customer, with journeys increasing by over 430% in three months, growing from 10,000 to 53,935, and ultimately reaching 214,325 journeys.

West Midlands Combined Authority