Pedal for Scotland

Challenge

WMP was chosen to deliver Cycling Scotland’s flagship event – Pedal for Scotland – for three years in a row. This truly mass-participation cycling event needs new routes and an enhanced overall experience each year, to keep riders returning to the event. A major objective is to grow the corporate element of the event, year-on-year.

Solution

We designed and delivered three challenges to cater for all levels of cyclist, spanning three days:
– The Gold Team Challenge, which encourage corporate organisations to get involved in teams
– The Classic Challenge, encompassing 45 miles of fully closed roads from Glasgow to Edinburgh
– The Big Belter, aimed at experienced riders, covering 110 miles from Glasgow to Edinburgh
– Wee Jaunts, which are family-friendly, closed road rides in Edinburgh, Glasgow and Aberdeen

Results

• 10,000 cyclists taking part
• 99% of participants rating the WMP-run Pedal for Scotland format as the ‘best ever’
• 46% of cyclists were new to the event
• 22 corporate teams including RBS, AG Barr & STV