The agency plans a major rebranding for Bike Week, which receives significant funding from both the Department for Transport and Transport for London.
‘We will be drawing up a strategy to take Bike Week through to 2010 with a new brand identity to attract new audiences,’ said Forster director Tracey Collinge.
‘A large part of the current audience is cycling already and we won’t change anything until we reach those people who don’t cycle.’
An 18-strong steering group drawn from the cycle industry and campaigning bodies, such as the CTC, manages Bike Week, which takes place every June.
The steering group has previously opted not to use an agency. Instead, PR and communications responsibilities have been handled for the past six years by former CTC commercial manager Nick Harvey.
Forster pitched for the business in tandem with the events co-ordinator Limelight Sports, which already handles cycling events.