Circus wins Government brief to push cycling

The Department for Transport (DfT) has appointed Circus to develop a new campaign to encourage people to cycle.

The move comes weeks after London mayor Ken Livingstone’s congestion charge came into force.

The brief for the agency will include developing key messages to place and maintain cycling on the national agenda. The campaign will lead to other marketing initiatives, such as the creation of a website to support consumers interested in cycling; a skills development initiative aimed at young people at local level; and activities around other initiatives, such as congestion charging.

The Government has asked the agency to present recommendations about developing the new campaign in late spring.

DfT’s programme to encourage people to cycle has already gained the approval of cycling groups such as British Cycling, the governing body for competitive cycling; Sustrans, a transport charity; CTC, a general cycling information organisation; and National Byway, an NGO that develops and sustains Britain’s heritage cycle routes. The Association of Cycle Traders and retailer Halfords have also endorsed the programme.

A senior associate at Circus, Andrew Croasdale says: “We want to work with the cycling community to encourage more people to cycle.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here