Translate:

Prudential RideLondon

Prudential RideLondon - the world's greatest festival of cycling

RideLondon is a multi-award winning three day world-class festival of cycling. It encorpoates the fun and freedom of cycling on traffic-free roads for all the family in central London; a 46-mile and 100-mile challenge for amateurs; BMX, road racing for juniors and adult handcycle races; and the excitement of watching elite men and women from across the globe compete in the UCI WorldTour races through the centre of London (and Surrey for the men's race). For more information visitlondon.com/ridelondon

What we did

1/ We worked with industry experts, Transport for London and many city stakeholders to explore the feasibility and subsequently develop a new cycling event for London.
2/ Alongside city stakeholders we led the presentation of the concept to the Mayor of London in late 2011 who the subsequently  approved this early 2012
3/ Together with fellow stakeholders we undertook a process to find a suitable delivery partner. This was awarded to a joint venture between the organisers of London Marathon and the Tour of Britain and in partnership with Surrey County Council ( London Surrey Cycling Partnership).
4/ RideLondon was launched by the Mayor of London, LSCP and olympic medallist Laura Trott which we assisted with. It acted as the springboard to call for entries into the ballot for the inaugural RideLondon-Surrey 100 mile challenge
5/ We promote RideLondon through our Visit London digital channels to domestic audiences and we take the lead on international marketing running social media campaigns and utilising our global networks.

Key results

100,000

Participants

300,000

Spectators

£29million

Direct Economic Benefit

£17million

Money raised for charity

668.9million

Reach from 109,326 mentions