With the momentum gathering pace for the 2010 Active Bike and Triathlon Show, the UK media is showing its support on a number of fronts. Major publishing houses Future and IPC, alongside leading UK triathlon magazine 220 Triathlon, have expressed their support for the event.
Held from 21 to 24 April 2010 at London’s Excel, the Olympic venue, the new show is seeking to tap into the surge in popularity for all things triathlon and cycling. The successes of British triathletes such as Chrissie Wellington, Alastair Brownlee and Hollie Avil have gone hand in hand with the spotlight on cyclists such as Sir Chris Hoy, Mark Cavendish, Victoria Pendleton and Bradley Wiggins.
The Active Bike and Triathlon show will be held alongside the Virgin London Marathon Exhibition, one of the largest sport and fitness exhibitions in the country. According to the event organisers, running the new Active Bike and Triathlon Show concurrently will also ensure that there is a core of dedicated, active individuals at the venue.
"The exhibition will target the broad range of active cyclists including leisure cyclists, commuters, competitors and triathletes using direct and indirect marketing channels. Our aim is to attract between 14,000 and 18,000 targeted visitors over the four days," said Active Media Events’ Richard Morris.
Future will partner the show with their new tri-specific title Triathlon Plus, with IPC backing the event through their range of cycling titles including Cycling Weekly and brand-new title Cycling Active. 220 Triathlon magazine will also be getting behind the event, in both print and online, along with a variety of cycling websites which will break news, featured articles and reader competitions over the coming months.
James Witts, Editor at 220 Triathlon said that “220 Triathlon magazine is happy to support ventures that grow and strengthen the sport of triathlon.”
Liz Hufton, editor at Triathlon Plus magazine stated that “Future Publishing are delighted to be supporting the show through our new triathlon title, Triathlon Plus. It will have huge relevance for the readers of Triathlon Plus magazine. The timing of the show right at the start of the triathlon season means that our readers can also make informed decisions with the intention of purchasing products for immediate use.”
Keith Foster, Publishing Director of IPCs cycling portfolio (Cycling Weekly, Cycle Sport, Mountain Bike Rider and Cycling Active) said, “Potentially, this show offers great relevance to our whole readership. For example, our new magazine, Cycling Active, which aims to inform new-adopters and also Cycling Weekly, which reaches more established enthusiasts. The readers of both magazines are constantly searching for advice on bikes, kit and their cycling activities generally, but having a show in April is good timing for both these user groups.”
Show organiser Active Media Events is aware of how integral the specialist press and media are towards the success of the Active Bike and Tri Show, and stated, ‘We are delighted that the UK?s media houses are behind the show. We see that their interaction with the community is key to us attracting core consumers, and in developing a consistent communication channel over the coming months. It goes without saying that we are very grateful for the support that IPC, Future and 220 magazine are showing this exciting new event.”
