Barclays Cycle Hire Scheme wins European sponsorship award
Initiative recognised for positive impact on the community
The Barclays Cycle Hire Scheme in London has won a European award for the bank that sponsors it.
Barclays’ success at the European Sponsorship Awards, held in Amsterdam last week, came in the Business to Community category.
In their citation, judges from awards organisers the European Sponsorship Association said: “The simplicity and effectiveness of the Barclays Cycle Hire campaign made it the deserving winner.
“Its impact on the community was tremendous; it met a range of business objectives and was also credited for its longer term plans.”
It’s the 15th award that to have been won since July 2011 in the transport, marketing and sponsorship sectors by the Barclays Cycle Hire Scheme and Barclays Cycle Superhighways.
The latter initiative, however, has of course come under the spotlight in recent weeks following the deaths of two cyclists at the Bow Roundabout, where Cycle Superhighway 7 finishes.
As a result, Mayor Boris Johnson has ordered a review of all junctions on the flagship routes.