Kicking off National "Bike to Work Week" (May 14 – May 18), New Marketing Program Challenges Americans to Describe How Their Life Could Be Better on a Bicycle
Could life be better on a bicycle? CLIF Bar is challenging Americans across the country to find out, announcing today its first-ever "Join the Ride" program, which invites consumers to describe how a new bicycle will help them live better. The program will focus on personal health and fitness, community involvement, and green living. Individuals with the 50 most compelling entries will get to saddle up for summer, receiving a brand new bike and helmet: a Raleigh Route 3.0 bicycle, and a Giro Reverb helmet.
Produced in partnership with Rodale Inc.'s Bicycling magazine, the world's largest cycling publication, all winning entries will also be posted on a group blog on Bicycling.com. The program begins today, May 15, and will be open until June 18. Entries, limited to 100 words or less, can be submitted at BICYCLING.com/clifbar.
"CLIF Bar believes that life is better on a bicycle," said Ryan Mayo, CLIF Bar Environmental Activism Manager. "We're committed to supporting the bike movement and feel that riding a bike can bring about profound change in our lives and the world around us, from improving our fitness and lowering our stress, to reducing our carbon footprint by leaving the car keys at home for quick trips around town. 'Join the Ride' gives us the opportunity to share the thrill of riding a bike with new and existing cyclists."
The debut of "Join the Ride" coincides with National "Bike to Work Week" (May 14 – May 18) and Mayo asserts that the timing reflects CLIF Bar's commitment to cycling as a viable mode of daily transportation.
"The biggest opportunity for bikes to bring about change in the world is for people to embrace them for commuting, errands and other short trips previously taken by car," said Mayo.
Keeping the dialogue going about the benefits of biking, "Join the Ride" participants will communicate with CLIF Bar and Bicycling throughout the summer, contributing videos, photos and blog entries, all of which will be shared on the Bicycling.com group blog.
"Summer is the perfect time to get outside, stay active, and explore the world, and we're looking forward to following our riders' experiences and watching their lives transform – all through the gift of a bicycle," said Zack Grice, Associate Publisher of Marketing for Bicycling Magazine.
Bicycling has seen first-hand how the gift of a new bicycle can literally change lives. Individuals who received a free bike through Bicycling's signature "BikeTown USA" program have experienced a wide range of positive changes after just a few months of riding, including higher energy levels, stronger family relationships, increased productivity at work and a heightened sense of self-confidence. In addition, they reduced their environmental impact by riding instead driving, and became more involved in their local communities.
According to Chris Speyer, EVP of Marketing for Raleigh Bicycles, the program's bike provider, "We selected the Route bicycle because it's designed to make riding fun and accessible, with no barriers," said Speyer. "Its comfortable, upright position gives riders a clear view of the road ahead, and its versatile enough to handle everything from city streets to bike paths and trails. 'Join the Ride' participants will be well-equipped for any type of cycling adventure."
CLIF Bar's Mayo believes that every mile a "Join the Ride" participant pedals this summer will advance a mainstream dialogue about the role that bikes play in our everyday life and culture.
"It's not about speed and endurance and chasing a finish line. Riding a bike, no matter where you're going or why, is the perfect way to connect with the world around us. These 50 people will start a ripple effect that we hope will help this message grow," said Mayo.
About Clif Bar & Company
Clif Bar & Company is a leading maker of nutritious and organic foods and drinks, including CLIF® Bar energy bar,LUNA®, The Whole Nutrition Bar for Women®; and CLIF Kid®, Nourishing Kids in Motion®. Focused on sports nutrition and healthy snacks, the employee and family-owned company is committed to sustaining its people, brands, business, community and planet. For more information on Clif Bar & Company, please visit www.clifbar.com, check out our Facebook page at www.facebook.com/clifbar and follow us on Twitter at:www.twitter.com/clifbar.
About Bicycling Magazine
With more than two million readers, Bicycling magazine is the world's largest cycling magazine and #1 source of information for cyclists. Each month, passionate cyclists of all levels look to Bicycling to get more out of the sport they love, including authoritative reviews of the latest bikes and gear, smart, insightful tips on where to ride, what to eat and how to train, and award-winning features about cycling's most engaging personalities and trends. Published 11 times a year, Bicycling offers several special issues, including a springtime Buyer's Guide, a detailed Tour de France preview and biennial rankings of the country's top fifty "Bike Friendly Cities." At Bicycling.com, readers can access the latest cycling news, thousands of reviews, and interactive tools to inform and inspire. Bicycling is available on the iPad, and readers can follow the brand on Twitter (@Bicyclingmag) and on Facebook (Bicycling Magazine).
Contacts:
CLIF Bar
Ryan Mayo, 510-596-6300
Environmental Activism Manager
rmayo@clifbar.com
or
Bicycling
Magazine
Nick Sowards, 212-573-0243
nick.sowards@rodale.com