EVENT CAMPAIGN: Motorcycle show revs up fresh regional interest

Held at Birmingham's NEC, the annual International Motorcycle & Scooter Show is UK's largest two-wheeled event in the UK.

Show drew a younger crowd
Show drew a younger crowd

Campaign: International Motorcycle & Scooter Show 2007
Client: Motorcycle Industry Exhibitions
PR Team: Capitalize
Timescale: June-December 2007
Budget: Around £100,000

For the 2007 show, held a month later than usual in a new section of the NEC, organisers Motorcycle Industry Exhibitions (MCIE) asked retained agency Capitalize to reach beyond the show's traditional customer base of men aged between 35 and 49.

Objectives
To raise ticket sales. To highlight the change of date and location. To increase visitors from the Midlands and the South East. To attract more under-25s.

Strategy and plan
Capitalize targeted motorcycle titles. Motorcycle News was provided with content to produce a 32-page pullout show preview.

Show ambassadors - motorcycle adventurer Charley Boorman and British motorcycle racing legend James Toseland - were appointed to broaden the reach of the campaign and to appeal to a younger audience.

As well as promotion in London Lite, Capitalize secured media partnerships with Birmingham radio station BRMB and the Birmingham Mail, which produced a four-page supplement.

The show's ten-day run was covered by television crews from BBC Sportsround, Nuts TV and S4C.

Measurement and evaluation
The campaign was endorsed by Vernon Kay on BBC Radio 1, Radio 2's The Chris Evans Show, Five Live's The Eamonn Holmes Show and Heart FM.

The auction of pop star Bono's motorbike was covered by the Daily Star, Daily Express and GQ, while a photo call by Toseland at Birmingham's Bullring got coverage in the Daily Star and regional titles. The show was also covered by The Times, The Sun and The Daily Telegraph.

Results
Ticket sales rose by three per cent. Visitor numbers from London and the South East rose, by three per cent, for the first time in four years. The number of visitors under 25 also increased - by just under three per cent.

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