The municipality of Breda launches a campaign, together with various cycling organisations and partners, under the slogan “Breda pedals on” to promote the use of the bicycle. The campaign will also make use of social media.
'We feel that mobility should be treated more as a product to be
sold', says Breda's civil servant for cycling, Rob Temme. 'This should
include a contemporary marketing approach in which social media will
provide insight into what the Breda cyclists want'. A program is also in
the works for a lifestyle-oriented marketing campaign. Prior to this,
the demographic characteristics of the various city districts were
analysed, giving an insight into the segmentation of each district into
potential target populations for cycling campaigns. The first campaigns
will be launched coming autumn.