Boris Johnson launched "Cycle Friday" last month as a means to encourage nervous cyclists onto London's roads.
Commuters were told to meet at one of six starting points.
They were then led to one of four different finishing points (where by some chance they would all hopefully want to go.)
Part of Boris's "cycle revolution" the Mayor used the following methods to publicise it:
Post in Tube stations for four weeks Website with key information on all the rides PR launch which delivered articles in key London press Email to targeted customers Face to face marketing each week (on Wednesdays) to distribute leaflets to commuters at the six start point locations Weekly Metro travel page advertisement Leaflet distribution at 170 bike shops Leaflets distributed at the start points to interested commuters prior to the ride leaving Safety bibs available for participants with Cycle Fridays branding Twitter cards to all participants.
And here's how many people have taken part in the first month:
14 August 8221 August 8828 August 484 September 54
Asked By Caroline Pidgeon how much this 'revolution' had cost us, the Mayor replied:
"The total cost of putting on ‘Cycle Fridays’ is not yet known as the initiative is only half-way through; these will continue into October. Given the numbers who have taken up the offer, with many taking the opportunity to cycle to work for the first time, and the incredible publicity and support for the initiative, I am confident that the cost of ‘Cycle Fridays’ will prove to be money very well spent."
Well that's not quite what he told LBC:
"Boris Admits Cycle Friday has had a Slow StartBoris Johnson's admitted his Cycle Friday initiative hasn't been the success he'd hoped.The scheme where commuters can ride in groups into town each morning has been running for a month but the Mayor says even his wife's never heard of it."
Time for a few more "Twitter cards" perhaps?
"Cycle Fridays are a nice idea so it is a great shame that they have been implemented so badly by the Mayor.
"Over the last few weeks it seems there have been far more marshalls and press officers present at Cycle Friday events than people cycling to work for the first time.""If the Mayor is really serious about getting people to start cycling there needs to be far more off road training and events like Cycle Fridays must be promoted in a far more intelligent way."
Speaking of which, the Mayor is now offering a prize:
"Take part in a Cycle Friday ride on 18 September and get entered into a draw to win a fantastic “money can’t buy” prize at Saturday’s Tour of Britain final stage in LondonThe Mayor and Transport for London (TfL) have teamed up with the organisers of the Tour of Britain cycle race to offer one lucky Cycle Fridays rider the chance to present a top professional cyclist with their winning jersey at this Saturday’s Tour of Britain final stage."
Well the odds of winning must be good!