Ahead of the Cycle Show you may well see adverts promoting the NEC appearing in a number of not so typical places.
In a bid to meet an industry-wide goal to grow the customer base, the organisers will this year add marketing spend for the mainstream media in a bid to draw what it is dubbing the “Three Fs”.
These are “families, females and first timers,” explains Cycle Show Event Director Stephen Morgan, who adds that “our whole creative is designed around promotion to markets that are under-served by the bike industry.”
Acknowledging that the sport side is well catered for, (and that will remain the case, too) Morgan says that his team have given careful consideration to the increasing call to make cycling more accessible and welcoming.
“Our approach will be to offer those interested in trying cycling a foot in the door and that will be reflected with some of our show content. We’ll look to help new cyclists with buying decisions and tips to get started in confidence. In the run up to the show several different visuals will hopefully engage these new audiences,” added Morgan.
The Cycle Show will host a Women’s Hub with input from HSBC’s Breeze Programme, while a new to cycling hub will deliver basic education adjacent to a Cube-backed test track for kids.
Advertisements are expected to appear throughout the Trinity Mirror news portfolio, including in London’s free paper The Metro.
Trade can register free of charge for the Birmingham NEC exhibition. The dedicated trade and press day falls on September 27th.
CyclingIndustry.News will soon have a full schedule of trade day seminars and a round up of the main draws for businesses.