Cycle tourism across mainland Europe has seen incredible growth over the last decade. Around 10% of Germans have been on a cycling trip in the last 3 years — that’s 5.7 million cyclists. However in England, big cycle trips didn't quite make it onto the map. Cycle England, an initiative dedicated to promoting cycle tourism in England, won funding from Visit England to create the ultimate English cycling offer. The brand we created for the project harnesses the enthusiasm for and growing awareness of England as ‘the new cycle tourism destination’ with the ultimate aim of driving investment into these healthy breaks.