British Cycling hands major event account to Rule 5

LONDON: Rule 5 has won a pitch to promote some of the UK's landmark professional cycling events this fall.

LONDON: Rule 5 has won a pitch to promote some of the UK's landmark professional cycling events this fall.

British Cycling has handed the agency an account covering the British Cycling National Track Championships in September and a UCI Track Cycling World Cup series round two months later.

Rule 5 will handle the PR and social media for both events, which will be held at Manchester's National Cycling Center.

“The popularity of cycling in Britain is enjoying an all-time high, but that's no reason for complacency. In fact, the opposite is true, and we face the challenge of making the most of popularity in exploring new and engaging angles around the sport's annual events,” said Julie Wilson, director at Rule 5. “Integral to our strategy will be working with journalists to bring a fresh perspective to track cycling. Our location within MediaCity, close to BBC Sport, has been invaluable in developing those relationships.”

She added that the firm is “exploring more meaningful ways of evaluating success” in social media, including looking at engagement statistics.

Last year's Track World Cycling World Cup was handled by Staniforth, while the British Cycling National Track Championships 2012 team did not work with an agency.

This story originally appeared on the website of PRWeek UK.

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