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MORE PEOPLE ON TWO WHEELS WITH NATIONAL MOTORCYCLE WEEK National Motorcycle Week and Ride to Work Day 2005 was widely supported by a fascinating mix of companies and individuals. Supporters of the motorcycling campaign include Charley Boorman, Liberal Democrat MP Lembit Opik, sportsmen Sir Matthew Pinsent, James Cracknell and Iwan Thomas, singer Engelbert Humperdinck and former gladiator and journalist Janie Omorogbe. The theme of the campaign was ‘You’ve Thought About it, Now Do It’ to appeal to riders and non-riders, who have been thinking about taking their test or even giving off-road motorcycling a try. Media stories were written to create interest around the benefits of motorcycling, women riders and how to get more out of a bike, whether it’s used for leisure of pleasure. There press coverage achieved a circulation figure of over eleven million opportunities to see, with a potential readership of over 30 million people. A range of events took place with some of the manufactures such as Honda and Harley- Davidson getting involved with competitions and breakfasts. Infinity Motorcycles, Bennetts and Devitt insurance, The BMF, MAG and some local councils supported the promotion. BikeSafe were also proactive across the UK and organised events from Kent to Northern Ireland. In addition, local ride outs, bikers breakfasts and charity events were also popular this year. Samantha Tyson Evans, MCI’s Press Officer said, “This year the campaign saw more local activities taking place and the positive press coverage which was achieved in a variety of publications including The Sun and Financial Times. “ Riders and associations are key to this event and we rely on their support to help us to get the message across that motorcycling is for people from all walks of life and has many social, economic and environmental benefits. We are looking forward to a more dynamic and active campaign next year”
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