LONDON CYCLE SHOW: WHERE TWO WHEELS MEET
The Brief:
Our task was to create a promotional campaign for this Bike Show that broadened its appeal to women and families without ostracizing the enthusiasts.
The Work:
The idea behind the campaign was to demystify the wonderfully weird world of cycling for people who don't know it and create an opportunity to laugh at in-jokes for those who do. In doing so, create more footfall at the event as well as secure trade attendance.
Results:
The show's attendance increased 25% to over 25,000 people, including more families and women - our key targets.
