Colorado is the second most bike-friendly state, according to the League of American Bicyclists—a claim bolstered by events such as Denver’s annual Bike to Work Day sponsored by the Denver Regional Council of Governments (DRCOG).
To urge metro-Denver residents to park their cars and pedal to the office on Bike to Work Day, each year DRCOG coordinates various commuter “breakfast stations,” including the city’s Civic Center Park that draws several thousand commuters. Because incorporating healthy activities into the daily routine is core to UnitedHealthcare’s (UHC) mission of helping people lead healthier lives, UHC has sponsored a booth at Civic Center Park since 2011. UHC leaders always turn to Linhart PR to establish meaningful visibility at the event to help them connect with a key target audience—business professionals and Bike to Work Day participants in the Denver Metro area—in a fun, engaging way.
To reinforce UHC’s mission and capture attention, the PR team partnered with Boulder Bike Blenders to give event attendees the opportunity to make their own delicious, healthy, berry smoothies using bicycle pedal-powered blenders. UHC’s health strategies consultant, Robyn Harmon, staffed the booth to connect with cyclists, hand out healthy snacks and tips, and serve as media spokesperson. All booth visitors could enter a giveaway to win a smoothie-maker, bike helmets or UHC-branded water bottles.
DRCOG knows it can rely on UHC for compelling Bike to Work Day visuals, intriguing activities for the general public and prepared spokespeople. In addition to the bike blenders, UHC and Linhart PR have previously provided unique, on-target activities like adult big wheels and on-site spin classes. When the media are looking for interesting angles and visuals – DRCOG knows it can direct them to the UHC booth, further boosting visibility for Bike to Work Day and UHC.
UHC’s booth attracted more than 350 visitors. More than 200 people entered the raffle and more than 200 blueberry and strawberry smoothies were enjoyed by booth attendees. In addition, the PR team almost doubled its goal of media impressions, securing news coverage in the Denver Post’s community section, the North Denver Tribune and multiple segments on KCNC-TV news, the CBS affiliate in Denver. In fact, UHC was the only booth featured in these segments.