For 33 years, Bike New York had only been recognized by the media as the producer of the TD Five Boro Bike Tour. Source Communications was enlisted by Bike New York to gain awareness for the non-profit organization as regional and national advocates for bike safety and education.
Source Communications strategically connected Bike New York’s mission with the booming trend of cycling in New York City by pitching its experts, bike education classes, programs, public events, office culture and active work with the city’s local NYC government. Our team introduced Bike New York to the influential reporters and columnists who cover transportation issues, metro news and the cycling trend and highlighted Bike New York’s insights about NYC’s emergence as an active cycling city. Source Communications continues to pitch-and-place human interest stories about bicyclists who have experienced Bike New York’s classes and events.
Through print, broadcast and online publicity, Source Communications has created global brand awareness for Bike New York. Thanks to that media exposure, Bike New York, its educators and its president Ken Podziba have become premier local and national bike education-and-safety media sources on controversial issues like bike lanes. Source Communications has generated national stories for Bike New York in the New York Times’ A section, Wall Street Journal, USA Today, Associated Press, the Martha Stewart Show, InStyle Magazine, NY Post, NY Daily News, etc. The media coverage has established biking as a “cool” thing to do and motivated WNBC-TV to partner with Bike New York on the 2011 TD Bank Five Boro Bike Tour. And, for the first time ever, the event sold out within 24 hours of its opening registration date.