Lipton Tea renews sponsorship of JCDecaux’s CityCycle scheme

Unilever’s Lipton Ice Tea has renewed its sponsorship of the Brisbane CityCycle scheme.

The announcement:

Unilever’s Lipton Ice Tea has renewed its sponsorship of the hugely popular Brisbane CityCycle scheme by JCDecaux for the seventh consecutive year.

The exclusive sponsorship sees Lipton Ice Tea branding appear on the yellow bicycles and also on the CityCycle website, http://www.citycycle.com.au. Lipton Ice Tea supports its sponsorship with regular brand sampling and also with out-of-home advertising across the JCDecaux network.

Lipton has sponsored the CityCycle scheme since its inception in 2010, the first advertising funded bike scheme in Australia. The new Lipton sponsorship is effective immediately.

JCDecaux’s CityCycle has 2,000 bikes with 150 bike stations located in and around Brisbane’s CBD including shopping precincts, nightlife and entertainment areas, parks and riverside attractions and urban zones.

Unilever Regional Marketing Director of RTD, Tony Stein, said: “The Brisbane CityCycle sponsorship provides a unique branding opportunity for Lipton Ice Tea whilst also having a positive environmental impact on the city of Brisbane. We are happy to continue this partnership for the 7th straight year.”

JCDecaux CEO Steve O’Connor said: “We are delighted that Lipton Ice Tea has chosen to renew its sponsorship for the seventh year. The CityCycle scheme has become a popular feature of Brisbane’s city lifestyle and an environmentally friendy way of getting around the river city. This makes it a perfect fit for Lipton Ice Tea’s brand credentials.”

Research conducted by JCDecaux* of the Brisbane CityCycle scheme found that the largest users of the bikes are the millennial audience at more than 65%^ and that public opinion is overwhelmingly positive about the bike scheme.

In addition, 61% of people think more positively of brands that sponsor a bike share scheme and 67% recalled the sponsor of CityCycles in Brisbane.

The CityCycle scheme has seen more than 1.85 million trips taken by consumers since launch. In addition, more than 240,000 people have subscribed to the CityCycle scheme.

JCDecaux is considered the world leader in public bike schemes and the schemes operate in 29 cities globally. Considered as an exciting alternative to public transport, as well as easing traffic congestion and providing environment benefits, its bike schemes have won several awards for innovation, design and sustainable development.

Source: Third Avenue


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