Global motor giant Ford has agreed to become one of RideLondon’s key sponsors for the upcoming event, as it launches its own integrated marketing campaign titled ‘Park the Car’.
The Detroit-based car manufacturer will now be a presenting partner at the event, due to take place over the weekend of 27-29 May.
The annual event was established in 2013 as a legacy to the 2012 London Olympic Games and sees mass participation year-on-year. The festival of cycling features several different races of varying difficulties from elite level to amateur.
Ford will be sponsoring the women’s ‘Queen of the Mountains’ competition in the elite race the RideLondon Classique, where the race director will drive a Ford Kuga. The Ford Mustang E-Mach will also feature in the support fleet as the ‘official electric vehicle’.
In a bid to ‘green-up’ its brand image, Ford’s latest brand campaign ‘Park the Car’ encourages drivers to ditch their motors for short journeys and opt for greener alternatives instead, such as walking or cycling.
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“We are delighted to welcome Ford to RideLondon,” London Marathon Events event director, Hugh Brasher said.
“We look forward to working with the Ford team to amplify their work in promoting active travel through their association with RideLondon and the innovative ‘Park the Car’ campaign which encourages car users to cycle or walk rather than drive short journeys.”
Ford UK head of customer communications, Claire Killwick added: “As RideLondon comes to Essex, we’re excited to lend our support.
“Ford is committed to achieving zero emissions in vehicles sales and carbon neutrality across its European facilities, logistics and suppliers by 2035.
“Our ‘Park the Car’ initiative is part of this, and the message is simple – if your journey is under three miles, consider walking or cycling when you can.”
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