September's Cycle 2002 show at the Business Design Centre, London, will be promoted via 30-second slots on British Eurosport. The ads start in June and run through the summer, and includes airings during the satellite channel's Tour de France coverage

London bike show to advertise on telly

The ads start in June and through to the end of September. The show is due to be staged 27-29th September.

At the show itself British Eurosport will be pumping in coverage of the Tour of Spain and the World Track Championships. These will be broadcast live on a giant screen and in the Eurosport Café.

As well as the TV ads, Cycle 2002 has an extensive pre-show publicity campaign. The official media sponsor is The Evening Standard, London’s evening paper with a daily sale of 450 000 copies. The paper will produce a 16-page colour supplement to be inserted in every copy of the paper in the week prior to the show. It is also carrying advertisements, editorial and competitions from June onwards.

The 68-page Show Guide is being produced by Cabal Communications, publisher of Procycling and the Official Tour de France Guide for Eurosport.

Ken Livingston’s Transport for London is also backing the show.

Show director Mick Bennett believes Cycle 2002 is set for success:

“Over 75 percent of the available space has already been allocated to companies who can appreciate that what we are trying to achieve is in their best interests. Our objective is to stimulate all those with an interest in cycling to come along to the show and, once there, exhibitors can convert that interest into action and participation so that cycling plays a regular part in their lives."

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