This framework agreement is a service contract covering the development of a brand image (Branding) for the Cairgo Bike project, the development of specific communication campaigns, the development and management of a website and the dissemination of information to encourage the use of cargo bikes and the development and organization of events around the project.
The Cairgo Bike project has been selected by the European Urban Innovative Actions (AIU) program to benefit from significant financial support. Within the framework of the European Regional Development Fund (ERDF), the “Urban Innovative Actions” program offers urban areas the opportunity to test innovative solutions to urban challenges. It aims to improve air quality by encouraging the use of cargo bikes for transporting goods and people, for professional or private use.
The objective of this market is to support Bruxelles Mobilité and its partners in the communication of the Cairgo Bike project and to communicate in a concrete, general, targeted or local manner, to citizens (families) and professionals in order to promote the cargo bike as a mode of urban transport and underline its efficiency, from the angle of the Cairgo Bike project.
Market context:
The Cairgo Bike project has been selected by the European Urban Innovative Actions (AIU) program to benefit from significant financial support. Within the framework of the European Regional Development Fund (ERDF), the “Urban Innovative Actions” program offers urban areas the opportunity to test innovative solutions to urban challenges. The Cairgo Bike project is one of 11 projects selected out of 222 projects presented. It aims to improve air quality by encouraging the use of cargo bikes for transporting goods and people, for professional or private use.
The Cairgo Bike project was submitted by the government of the Brussels-Capital Region because it meets several objectives put forward in various plans and initiatives implemented.
Below you will find the list of the main references:
1) the new “Good Move” Regional Mobility Plan which promotes “Green and Healthy Mobility” and which recommends cycling for short (less than 5 km) and medium distances (less than 25 km), deliveries by bike and the “Good Neighborhoods” with better air quality and reduced and calmer motorized traffic;
2) the new “Good Move” Regional Mobility Plan which highlights the “Good Choice” to move towards an exit from heat engines, towards a reduction in the ownership of private cars and which provides for a series of awareness-raising actions to support the drivers of travel towards more sustainable mobility;
3) the Brussels Air Climate Energy Plan, which aims to reduce emissions by 30% and which recommends electric bicycles;
4) the Regional Plan for Innovation which identifies the “Green” economy as a major objective;
5) the 2019-2024 General Policy Declaration which indicates that the government will implement by 1.1.2021 the generalization of 30 km / h in the Brussels agglomeration, with the exception of structuring axes;
6) the Low Emission Zone (LEZ) which aims to no longer provide access to Euro 3 Diesel vehicles from 1.1.2020 and to Euro 4 Diesel vehicles from 1.1.2022.
The objective of the Cairgo Bike project is to change the behavior of the inhabitants of Brussels and to stimulate a modal shift towards the cargo bike. Four target audiences have been determined: individuals, professionals (SMEs and self-employed), large companies and administrations.
The project consists of a collaboration between different partners who set up an ecosystem to boost the use of the cargobike.
The project partners are:
- Bruxelles Mobilité: project coordination and communication;
- Pro Velo: saddle up, loan, group purchases and training for individuals;
- Urbike: setting up, loans and training for professionals and development of an audit on economic gains;
- Cambio: implementation of a system of shared cargo bikes;
- Towable: loan of trailers;
- Brussels Economy and Employment: development of a purchase premium for professionals;
- Brussels Environment: measurement of the impact on exposure to atmospheric pollution and development of a calculation tool;
- BePark and Parking.Brussels: development of parking spaces for cargo bikes;
- VUB: calculation of the results obtained thanks to the project.
The objective of this market is to support Bruxelles Mobilité and its partners in the communication of the Cairgo Bike project and to communicate in a concrete, general, targeted or local manner, to citizens and professionals in order to promote the cargo bike as a mode of urban travel and underline its efficiency, from the angle of the Cairgo Bike project.
Bruxelles Mobilité as the contracting authority is responsible for relaying information between the tenderer and the partners.
The messages:
- convince and give credibility to the cargo bike and demonstrate its advantages;
- reduce the number and severity of traffic accidents for all users;
- opting for the cargo bike means working for better air quality;
- the cargo bike reduces environmental pollution, particularly traffic noise and CO2 emissions, it increases the quality of stay in town;
- respect for city 30 and the STOP principle;
- travel by cargo bike is better for your health and the quality of your living environment;
- less stress on a cargo bike / cyclists are happy;
- accessibility of peaceful neighborhoods;
- positive approach of the cargo bike compared to other modes of travel (no bike-car opposition) / mutual respect between users;
- cycle routes offer the necessary comfort in addition to major infrastructures.
Messages for the target audience "family":
- traveling by cargo bike makes it possible to reclaim the city and promote encounters between people;
- the cargo bike allows a pleasant moment with the children;
- the increase in the number of cyclists, makes this mode of travel more secure;
- its visibility and size make the cargo bike safe;
- the cargo bike makes it easy to combine several types of trips since it can accommodate children as well as shopping or equipment to transport;
- the cargo bike replaces a 2
Messages for the “professional” public:
- the cargo bike is the fastest and therefore the most competitive mode of travel for a company;
- the cargo bike conveys a positive image of the company;
- the cargo bike contributes to well-being at work;
- many vans will be banned from 2022, the cargo bike makes it possible to anticipate this;
- the cargo bike has enough space inside to store equipment and tools.
The general objectives:
1) give credibility to the cargo bike and demonstrate its advantages;
2) show the positive and dynamic image of the cargo bike in Brussels, promote ambassadors and encourage new cyclists to get into the saddle effectively;
3) publicize the ecosystem set up by the partners and encourage the target audience to change fashion.