Building Bikes to Build Awareness

Denver’s Bike to Work Day encourages metro-area residents to park their cars in favor of bike transportation for one day each year.

The event offers an opportunity to connect with the city’s business community in a fun, engaging atmosphere. Since bike commuting and cycling align with the United Healthcare (UHC) mission of helping people lead healthier lives, Linhart PR recommended and supported the company's participation in Denver’s Bike to Work Day for seven consecutive years.

Client
Services
Integrated Marketing Communications
Media Relations & Influencer Marketing
Industry
Health & Wellness
Awards
PRSA/Colorado Silver Pick
Colorado Healthcare Communicators Silver Leaf
Media Coverage

CHallenge

In a recent year, UHC tasked Linhart PR with securing media coverage and increasing awareness of its focus on health, wellness and cycling by creating an engaging event activation that attracted bikers – and media – to its Bike to Work Day booth. The activation also needed to help UHC stand out in a crowed event.

Solution

To reinforce UHC’s commitment to creating healthier communities and fostering healthy lifestyles, especially in children, Linhart PR developed an interactive Bike to Work Day booth where bikers, media and other attendees could “build” 25 kids’ bikes – via a partnership with local non-profit Wish for Wheels – for a donation to Rocky Mountain Prep, a public elementary charter school. Linhart PR pitched the interactive, philanthropic booth experience to get the word out and recruit bike-builders.

Snacks and other UHC swag also were available at the booth. Following Bike to Work Day, the assembled bikes were donated to Rocky Mountain Prep students during an event that included a bike safety overview, bike and helmet fittings provided by UHC employees, and an obstacle course where the kids could ride their new bikes for the first time.

Build a bike booth
38mil

Consumers

Results

More than 250 cyclists visited the UHC Bike to Work Day booth to help build bikes, grab snacks and chat with UHC booth volunteers. For the booth, Linhart PR secured a pre-event in-studio interview with KDVR-TV (FOX) and day-of coverage on KDVR-TV (ABC), KCNC-TV (CBS), and in the Denver Business Journal and Denver Post. Linhart PR also generated coverage of the Rocky Mountain Prep delivery event on KMGH-TV (ABC), KUSA-TV (NBC) and KWGN-TV (CW). The 20 total secured placements reached more than 38 million consumers.

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