A new UK event for running, cycling and triathlon – the Active Bike and Triathlon Show 2010 – is taking place during 21-24 April 2010. Tapping into the groundswell of cycling and triathlon participation in the UK, the event will be held at London’s ExCeL – the Olympic venue and home of the London Triathlon.
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 ensure that there is a core of dedicated, active individuals at the venue.
The new show is billed as ‘an interactive consumer event showcasing the best the cycle industry has to offer.’ The show content will be critical, with features including seminars and test tracks, enabling visitors to make informed purchasing decisions.
With a surge of people taking to their bikes in the spring, the show is aimed squarely at consumers at a key purchasing time. “Co-locating with [the London] marathon is an obvious choice, it has been long established that cyclists run and runners cycle and the show provides a great opportunity for brands to market themselves to these two groups of enthusiasts,” added Alison Macfarlane of Active Media Events Ltd.
The exhibition will target a broad range of active cyclists including leisure cyclists, commuters, competitors and triathletes using direct and indirect marketing channels. It is expected to attract between 14,000 and 18,000 targeted visitors over the 4 days.
Co-locating with the London Marathon Exhibition is advantageous, yet, according to the organisers, this is a stand-alone event, with visitor promotion strategies to match. A UK-wide campaign will include:
• Marketing to existing enthusiasts using advertising and editorial in traditional, specialist magazines and websites. Marketing to the ‘potential enthusiast’ and mass consumer market using general media, London and South East press, radio and poster sites.
• A PR campaign focusing on both specialist and general consumer media.
• Additional activity with the London Mayor’s office to incorporate the event within its promotion of cycling in London.
