Two awards, in fact. Cycle 2002 has been short-listed for "Best Launch Show - Consumer" and "Best Consumer Marketing Campaign" in the Excellence Awards organised by the expo industry's trade organisation, the aeo.

Islington’s Cycle 2002 show shortlisted for expo industry award

The awards ceremony will take place at a posh luncheon attended by 1000 guests on 4th July at ExCel in London’s Docklands.

In the category of "Best New Consumer Exhibition" the aeo judges will be evaluating performance against criteria such as the number of exhibitors, number of visitors, re-book levels and visitor and exhibitor marketing innovation.

A statement from the Business Design Centre show said:

"Cycle 2002 deliberately positioned itself as the flagship show of the UK cycle industry and the organisers went out of their way to maximise the qualities of the venue to deliver an exhibition that looked good, felt good and had a dynamism about it that was infectious – whether it was the vibrancy of the fashion shows, the presence of TV film crews and live radio broadcasts, the interesting, informative and well-attended seminars, the celebrity appearances, the interactive games and competitions, the bicycle

try-out area – right through to the quality of the exhibition stands themselves."

Cycle 2002 was launched last September and attracted 15 000 visitors.

"The success of the show in exhibitor terms can be gauged by the fact that within 60 days of the 2002 show closing, the sales team had received booking requests for 2003 that, if

confirmed, would have meant that this year’s show would be totally sold out," said the BDC statement.

The show’s nomination for the "Best Consumer Marketing Campaign" award was in recognition of the bike tagging, Eurosport telly ads and dark and moody print ads.

The print ads appeared in cycle titles and Men’s Health and Health & Fitness, as well as on posters, postcards, flyers and on London Transport Bus Backs.

The 30-second TV ad aired on seventy two occasions on British Eurosport during coverage of the Tour de France and Tour of Spain.

A "Bike Tagging" campaign was produced in association with Time Out Magazine, London’s listings magazine. Each tag bore a unique number, Cycle Show dates and website address. These were tagged on to bikes across London and gave the recipients the chance to win bikes, cycle kit and tickets to the show with the promotional material and winning

numbers appearing in issues of Time Out magazine leading up to the show.

A 16 page supplement also appeared in the Evening Standard.

Exhibition director Mick Bennett is looking forward to the awards bash:

"It would be very fitting for the team at Cycle 2002, and all the exhibitors that contributed to its success, to be recognised, by an independent judging panel from the exhibition industry, for their efforts last year in creating a new exhibition that provided the cycle industry with such an attractive shop window and for an innovative and thorough marketing campaign that produced a large visitor audience."

Cycle 2003, September 24-28th.

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