This year RPM has introduced a new ‘Keep Pedalling’ area, which provides cyclists with advice on how to continue cycling in their area upon completion of a local Sky Ride event. It offers information about Sky Ride Local guided rides, Breeze women’s rides, British Cycling and Ride Social.
The agency has also been involved in developing a custom-built app that encourages participants to take part in cycling activities on an ongoing basis.
At each event there will be opportunities for participants to check in at various points to register their interest in free local bike rides, as well as collect cycling tips, offers and prizes.
Other features include a Sprint Zone for those interested in head-to-head races, as well as a giant multi-sensory inflatable tunnel in which cyclists can ride through.
The event’s official partner, Halfords, is also offering bike safety checks for those who register for a Sky Ride event.
Sky Ride events are designed to inspire people to ride their bikes and also provide them with the information and support they need to cycle more regularly in future.
Sky and British Cycling work with local authorities to close streets to traffic for the day, enabling cyclists to ride safely.
Over the years RPM has helped to deliver 82 Sky Ride events, which have attracted 858,000 participants, meanwhile Sky and British Cycling hope to see this year's 15 events attract a total of 110,000 participants alone.
Dom Robertson, managing director of RPM, said: "RPM is immensely proud to continue its long association with Sky and British Cycling in helping to transform the face of cycling in Britain.
"There are few better examples of a purposeful brand experience than Sky Ride – two great brands coming together to change the behaviour of millions of people around Britain."
Fiona Morgan, head of brand, cycling and team at Sky, added: "We’re thrilled that Sky Ride has returned for 2015 and that RPM are once again supporting us to give so many people across the UK the chance to enjoy cycling through their town or city on traffic-free streets.
"More than 1.7 million Brits now cycle regularly as a result of our partnership with British Cycling and we can’t wait for this summer’s events to inspire even more people to get out on their bikes."
Sky Ride events will take place across the UK, with the last to be held in Coventry on 27 September.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.