British Cycling is looking to re-energise its Social Cycling Groups initiative by rebranding it and launching a new social media campaign to support it.

The online Social Cycling Groups scheme aims to improve grassroots participation by connecting cyclists to each other and enable them to create and join groups and rides in their own geographical areas.

Launched in June 2012, the social network has so far attracted around 19,000 people to sign up and British Cycling estimates that more than 2,500 bike rides have been organised using the site (www.goskyride.com/Social).

The governing body has appointed marketing agency Ear to the Ground to devise the new brand and campaign for the service.

Ear to the Ground is currently undertaking a research project which will be used as a basis for a brand refresh and campaign that will be promoted across the major social media channels.