Destination Branding + Design

Transport for West Midlands

Big Cat were briefed with the task of promoting cycle courses in the Black Country and creating awareness of the partnership between Transport for West Midlands (formerly Centro) and Bike Right!


Transport for West Midlands (TfWM) are responsible for delivery of public transport in the West Midlands, representing the seven metropolitan councils of the West Midlands: Birmingham, Coventry, Dudley, Sandwell, Solihull, Walsall and Wolverhampton.


TfWM recently invested heavily in the renovation of cycle paths in the Black Country area and following this, wanted to increase the amount of people using bikes as a mode of transport. The campaign targeted commuters and a range of other demographics, with different cycling journey requirements, to encourage them to sign up to the Bike Right courses.

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To some, the idea of cycling is fairly irrelevant. It’s not an activity they would consider, due to a number concerns/confidence issues, highlighted through primary and secondary research. Combined with a general unawareness of TfWM and Bike Right!, Big Cat had to reach a fairly disengaged target audience.

Using data provided by TfWM, Big Cat created 4 personas that best captured the target audience. They are the ‘hero’ cyclists. This was displayed copy which captured the real life benefits that previous participants stated they had achieved via learning new cycling skills.

A two day shoot across various key locations in the Black Country provided realistic and engaging photography, showcasing the models suited to the target demographics reinforced the positive ‘hero’ inducing message.


656 bookings were achieved during the campaign period, with 70% arriving from new individuals. Due to the high levels of engagement, the campaign was finished early as BikeRight!, the cycle training provider, advised that training capacity had been reached and overall Black Country cycling participant figures were now expected to exceed targets.

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