Rule 5 Wins International Cycling Brief
Specialist communications agency, Rule 5, has won a competitive pitch to promote this year’s UCI Track Cycling World Cup, taking place at Lee Valley VeloPark – the host venue of the London 2012 Olympic and Paralympic Games – this December.
The event will see Olympic & World Champion riders arrive in London to compete for international ranking points that will determine their qualification for the 2015 World Championships and 2016 Olympic Games.
As part of the brief, Rule 5 will be responsible for all event media relations, PR and social media, with a focus on driving tickets sales and audience engagement. The agency is also tasked with further raising the profile of Lee Valley VeloPark.
Speaking on the appointment Phil Heselwood, British Cycling Major Events and Projects Manager, said: ‘This was a highly competitive pitch. Rule 5’s knowledge of cycling and expertise in sports event marketing combined with their creative approach and ability to demonstrate a strong return on investment set them apart from the rest. We’re looking forward to working with the team to deliver this year’s UCI Track Cycling World Cup.’
Rule 5 Founding Director, Julie Wilson, added: ‘We’re absolutely thrilled to have been appointed. Whilst we’ve been fortunate to work with British Cycling on previous UCI Track Cycling World Cup events we knew the competition for this year’s spectacular at Lee Valley VeloPark would be extremely tough and pulled out all of the stops with our tender submission. We’re delighted it paid off and are looking forward to representing what promises to be some of the best track racing on the planet.’
Work starts with immediate effect and will be run out of Rule 5’s Shoreditch and MediaCityUK based offices. The team will be in attendance throughout the event, responsible for all UK and international press, as well as reporting live through the event’s social media platforms.
The win is the latest in a series of sports clients for the agency including Virgin Money Cyclone and the inaugural World Taekwondo Grand Prix. The agency has also worked with British Cycling in delivering the UCI BMX Supercross World Cup and British Cycling National Track Championships.
