Product category:
Sports marketing
News Release from: Limelight Sports
Edited by the Marketingservicestalk Editorial
Team on 09 October 2007
Forster and Limelight get pedal power
Forster, the social change communications consultancy, and Limelight Sports, the grassroots sports marketing and project management company, are to promote next year's Bike Week on 14-22 June.
Forster and Limelight have been brought on board to make cycling mainstream, extend Bike Week to new audiences and promote the health and environmental benefits of cycling Forster will be responsible for developing a new brand identity, devising a three-year strategy and running a consumer facing media campaign
Limelight Sports will plan, manage and coordinate the event itself and will look to maximise its impact among the participants.
Bike Week began as a grass-roots organisation in 1923 and receives funding from the Department for Transport, Cycling England and Transport for London.
The partners that make up the Bike Week Steering Group are drawn from the whole cycling community including the cycle industry, Cycling England and Cycling Scotland, the leading sustainable transport charity, Sustrans and the cycling campaigning organisations CTC and Cycle Campaign Network.
Phillip Darnton, Chairman of Cycling England, said: "We are excited to be working with these agencies - we know that people across the UK are already enjoying the benefits of cycling, and we want to reach new audiences with the message that cycling is good for your health and for the environment and it's a great way to get around.
"We believe Forster and Limelight Sports are just the agencies to do this for us".
Craig Dews, managing director of Limelight Sports, added: "Cycling is enjoying a boost following the first ever leg of the Tour de France in London and we will be looking to encourage even more people to take to two wheels through Bike Week.
"The event is hugely popular and will attract thousands of people across the country of all ages and ability.
"We're looking forward to the challenge of ensuring everyone enjoys themselves".
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