BIKE SHOW ADVERTISING CAMPAIGN MOVES FROM SEX TO PASSION
09 August 2005 - MCI Exhibitions Ltd

The passion felt by men and women in the UK about all things two-wheeled is set to be reflected in a radical new advertising campaign for the 2005 International Motorcycle & Scooter Show in association with The Sun, which opens at Birmingham’s NEC on October 27th.

Bath-based marketing agency TRA will replace last year’s ‘sex sells’ message with an original campaign that puts the emphasis firmly on passion and a pure love of bikes.

The 2005 International Motorcycle and Scooter Show in association with The Sun will not only host the biggest ever launch of new bikes in the UK market but will also be the most interactive in history with more features than ever before for visitors of every age to try for free.

Whilst last year’s advertising followed the tried and tested ‘bikes and babes’ route, this year’s brand new show format has called for an entirely new direction of advertising creative. The passion and excitement felt by bikers is summed up in the slogan - “Not many more sleeps ‘til the NEC Bike Show”. The new creative shows a couple sleeping in bed in a ‘pillion position’, whilst a second creative depicts a man waking up in the riding position. If you eat, sleep and dream bikes, there’s only one bike show worth getting out of bed for!

The new creative will be placed in selected trade, consumer and online titles as well as in two direct mail campaigns and a viral campaign from August.

Managing Director of MCI Exhibitions, Finlay McAllan, commented:
“The 2005 International Motorcycle and Scooter Show in association with The Sun will be the most innovative, interactive and exciting show of its kind ever staged in this country. We are delighted that the new advertising creative strongly demonstrates the phenomenal level of passion that the show generates in people”.

Tickets for the show in association with The Sun are now on sale and the public can take advantage of the fantastic advance prices for both adult (£13) and family tickets (£30). All other tickets are also available in advance either by booking online at www.motorcycleshow.co.uk or over the phone on 0870 732 2005. Standard ticket prices are £15 for adults, £13 for students, £5 for senior citizens and children between eleven and sixteen, and £35 for a family ticket. Children under the age of eleven are admitted free.

www.motorcycleshow.co.uk

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