Case Study: Midlands Air Ambulance Charity and RAF Museum Cosford

The West Midlands charities raised £30,000 by holding a motorcycle ride and a festival

The Bike4Life Fest event was attended by 8,000 riders and spectators
The Bike4Life Fest event was attended by 8,000 riders and spectators

Organisation: Midlands Air Ambulance Charity and RAF Museum Cosford
Campaign: Bike4Life Ride Out and Festival 2014
Agency: In-house and M3 Communications

Midlands Air Ambulance, based in Stourbridge in the West Midlands, ran a one-day event on 27 April that attracted more than 8,000 participants and raised £30,000.

Three thousand motorcyclists participated in a 23-mile ride from Meole Brace in Shrewsbury to the RAF museum, where they were joined by 2,000 other riders and 3,000 spectators for a festival at the RAF Cosford airbase, where a Midlands Air Ambulance helicopter is based.

The campaign cost £7,000 to run, which included purchasing branded merchandise, hire of the festival stage and pre-event marketing. Funds were raised from selling tickets to take part in the motorbike ride, merchandise sales, trader fees, sponsorship and raffle donations at the festival.

M3 Communications was used to create branding and the Bike4Life website, and the charity approached Planet Rock, a radio station, which gave airtime to the campaign.

The Bike4Life website has received an average of 7,000 hits a month since January 2014 and a Bike4Life Facebook page and Twitter feed were created to increase interaction with the public before, during and after the event.

Expert view: David Burrows, strategy partner, TDA

The strategy was great: bikers are, sadly, big users of the air ambulance service and anyone who likes fast, powerful machines will enjoy a day at an RAF museum. Many bikers enjoy going out on mass rides, so this event invites them to do something they love doing. The partnership with Planet Rock was perfect and the Bike4Life Fest name and logo were simple and effective. The website conveyed biker style and well-organised professionalism. The team also made good use of social media.

Expert rating
Strategy: 4
Creativity: 3
Total: 7 out of 10

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