Shift Active Media X The Cycle Show 2023

The team at Shift Active Media have announced the latest in a series of PR new business wins, with The Cycle Show, where the agency is set to deliver communications strategy and earned media activation.

Starting in November, the Shift PR team will harness its unrivalled industry and media connections to drive awareness and ultimately ticket sales for April’s event. The 6 month campaign, starting in November, will encompass partnership activation, media relations, talent amplification and events press office.

This brief is the latest competitive new business win for Shift’s PR function, which has recently onboarded a number of significant brands to join its diverse roster of global clients. It is a trend reflected across the specialist cycling agency, offering clients an integrated mix of marketing services spanning Strategy & Research, Creative, Media Planning & Buying plus PR & Social.

For the UK’s leading trade and consumer cycling show, returning to Alexandra Palace from 21-23 April 2023, the focus is fairly and squarely upon making this 3 day celebration of cycling it’s biggest yet.

Immediate Live rightly place significant emphasis on interactive elements, including opportunities for visitors to test bikes from the biggest brands, learn new skills and rub shoulders with icons of the sport, giving the show a wide audience appeal, continuing a trend with saw The Cycle Show merge with the London e-Bike Festival in 2021.

The 2023 show has already confirmed Philippa York, Peter Kennaugh, Dean Deakins and Olly Wilkins as special guests.

Commenting on the new partnership, Tom Foy, Head of PR at Shift Active Media said: “Immediate Live’s multi-faceted brief required a breadth of earned media thinking underpinned by an insight-led comms approach. We are naturally delighted to have been selected to elevate The Cycle Show’s profile in 2023 and to be adding a key event project to our expanding PR portfolio.”

Tori Wilson, Marketing Manager, Immediate Live, said: “We are delighted to be working with SHIFT to build on the success of The Cycle Show 2022 campaign. The partnership will be integral in driving visitors to the Show and promoting the UKs biggest cycling show to a wider audience.”