Setting Derby's Wheels in Motion

The Project

Commissioned by Derby City Council and conceived and delivered by WDA, ‘Wheels In Motion” is an exciting new inter-business cycling challenge in which businesses race special track bikes against the clock to set a time which is entered into a championship league. Participating teams then get to nominate other businesses and challenge them to beat their time.

‘Wheels in Motion’ is part of a wider campaign aimed at getting more people cycling, more often and in more ways, in and around Derby. WDA Events were responsible for coordinating the campaign and secured participation amongst the regions biggest employers including Rolls Royce, DCFC, Cooper Parry, Hannells, Radleigh Homes, Brief Your Market, Office Care, Smith Cooper, Smith Partnership and the Mortgage Advice Bureau.

Historically the council had struggled to engage the City’s businesses with their cycling programme, however WDA were able to re-frame their offering and clearly communicate the business benefits; pitching Wheels In Motion as an inclusive team building opportunity, a way to promote green credentials and sustainable transport, a fantastic marketing and promotional activity; and a great new business development event (via the nomination component). WDA also brought in cancer charity Macmillan to help generate even more momentum and raise funds for a brilliant cause!



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