Ridgeback goes underground

Tube campaign promoting cycle commuting

UK urban bike specialist Ridgeback is attempting to persuade London underground commuters to abandon their subterranean transit habits in favour of cycling with a series of ads running in across the capital's tube network.

The 2000 train carriage adverts are aimed at the three million people who use the network daily and the hope is that they will help turn weary Oyster Card users into refreshed and energized bike riders.

Timed to run during peak season, the ads emphasise both the health and the financial benefits of commuting by bike as well as presenting cycling as welcome alternative to the cramped, hot conditions synonymous with tube travel during the summer months.

The campaign begins on 2nd June, is linked to the website and also includes a free light set offer.

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