Last year, during bike month (in June) here in Vancouver, I sent out a mass email to all employees (it's only 140 people, excluding labourers who don't get work email access)...to let them know that I had free new local bike maps from the city.

I got over 20 employees wanting bike route maps. Now, we are out in the suburbs and over 98% of employees drive to work.

I got to meet several employees and found out that some did cycle in weekends. Of course I had considerable interest from ex-patriate employees who were unfamiliar with Vancouver area.