Traffic free cycle routes

The Project

Sustrans, renowned as the leading charity in cycling, walking, and wheeling, serve as the dedicated custodians of the National Cycle Network (the NCN)  across the UK. The  project involved expanding and enhancing Sustrans’ e-newsletter database, aiming to grow their audience and ultimately convert them into dedicated supporters, loyal shop customers, and generous donors.

 To incentivise sign-ups to the e-Newsletter, we offered a valuable digital downloadable cycle guide focused on the South West. This guide not only highlighted the different easy and traffic-free routes available on the National Cycle Network in the region but also strengthened the association of the Sustrans brand with the Network.

The primary objective of the digital download was to showcase the variety of accessible routes in these regions. The guide also provided comprehensive information to help people start and follow the cycle routes, accompanied by engaging snippets of inspiration to encourage visits. These included points of interest and notable landmarks to look out for along the way. Additionally, we included practical and useful cycling tips to add further value for the users.

The South West traffic-free guide was launched as a pilot project, and its overwhelming success led to the creation of eight more guides. Now, we have extended our offerings to Scotland, Yorkshire, South, North and Mid Wales, Midlands, and the South East.

These guides have consistently been among Sustrans’ best-performing downloads over the past few years. Their popularity has significantly boosted our email subscriber list, opening new avenues for the charity and reinforcing our community engagement efforts.