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

What we did

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.

Business case development
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.

Input into event governance and city coordination
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).

Marketing events through digital channels
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. 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






Direct Economic Benefit


Money raised for charity


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