Rule 5 wins Cycle Show brief

Rule 5 has won a competitive pitch to promote the Cycle Show, the UK’s “premier event for the cycling industry”, which takes place at Birmingham’s NEC from 22 to 25 September.

Rule 5

The Cycle Show showcases the latest bikes and accessories from leading bike brands, alongside a dedicated area for cycling holidays and a large retail village.

It also features two “action arenas”, more than four km of outdoor test tracks, children’s features and a line-up of professional and Olympic riders.

Rule 5 has been briefed to provide an integrated comms campaign to target core cycling, national and regional media. The agency will also manage all in-event media activity.

Chris Holman, event director of the Cycle Show, said: “Last year saw a record year for the Cycle Show with 283 companies taking part and over 28,000 visitors in attendance.

“This year, as we celebrate our 15th edition, we’re looking forward to unveiling a number of new features and have enlisted the support of Rule 5 to help us raise maximum awareness of these and the 2016 event programme.  The team are well respected in the cycling and events industries and we’re very happy to appoint them as event partners.”

Julie Wilson, Rule 5 founding director,  added: “The Cycle Show is aimed at anyone who enjoys cycling and represents all genres from high-end Italian road bikes to the very latest in eBike technology. It’s the perfect brief for the agency and plays to our strengths in cycling, product and event PR.”

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