MCN Motorcycle Show 2012 – media relations and PR

What we did

Acceleris was commissioned to deliver a high impact media campaign for the 2012 Carole Nash MCN Motorcycle Show at ExCel London – taking the event from specialist press into mainstream media.

The team was to focus on promoting the broad appeal of the show to a wider target audience including women, young riders, students, new bikers and commuter bikers, ie those interested in smaller engine models.

To facilitate this, the team devised a hard-hitting topical campaign designed to fit within the news agenda and promote biking as an increasingly popular activity. In an extremely tight timescale Acceleris delivered a programme of surveys, proactive news generation and event activity which catapulted the event into mainstream media resulting in 94 pieces of coverage across consumer and sector press.

Activity included news and blogger engagement activity around the growth of bikes as a cost efficient mode of transport, securing media comment and interview opportunities for the editorial team as biking trend experts and organising a bikers charity ‘ride out’ from London’s world renowned Ace Café to the event, led by comedian Ross Noble and presenter Adrian Chiles, attended by around 300 bikers on the day.

Results

 

Over the course of the five week campaign Acceleris secured 94 pieces of coverage including articles in the Daily Telegraph, Daily Express, BBC London and BBC online. This delivered an impressive 39 million opportunities to see / hear news about the event with 69 per cent of these pieces appearing within the show’s catchment area of 1 – 1.5hours of ExCeL. 

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