Carole Nash MCN London Motorcycle Show
HOLESHOT PR CASE STUDY
Having ran the Press Office for the Carole Nash MCN London Motorcycle Show since 2012, the objective for the 2019 show was simple; maximise coverage for the event against an industry backdrop of declining footfall at major motorcycle shows.
You would have assumed the first port of call would have been the many motorcycle titles and websites in the UK, however with the show organised by MCN and Bauer Media, they’re reluctant to promote a rival publication, so how do you reach those thousands of bikers the show is designed for?
Well thankfully MCN is the biggest motorcycle paper in the UK, so working closely with their team we were able to send targeted email campaigns to their mailing list, as well as taking over the popular MCN social media channels to create regular content in the months leading up to the show.
Alongside that, we also liaised with every motorcycle manufacturer, major exhibitor and attending racers; providing them with content to share out on their social media channels and customer mail-outs. To further spread the message, we organised some of the most prolific influencers to promote the show. As the first UK Motorcycle PR agency to welcome Influencer Marketing (a path everyone else has since followed!) we have an unrivalled contact book of proven riders, who were able to heavily promote the event to their hundreds of thousands of followers in the run up to the event.
With the show based in the ExCeL Centre in London’s Docklands, it made perfect sense to team up with the ever-popular Bike Shed in Shoreditch. For the 2019 show, we were able to speak directly to their vast customer base via the regular newsletters and social media posts. We also arranged for an exclusive pre-show walk around for a select group of their members on the Friday morning.
Of course the show isn’t just for motorcyclists, it’s a three day family-friendly event so we maximised the opportunity to spread the two wheel message to the masses. Contacting our friends in the various national newspapers, the show received printed coverage in the Daily Star, Daily Mirror and The Sun, as well as online articles with The Telegraph and Evening Standard. This was combined with a targeted local media assault, which resulted in printed and online coverage in 11 London and SE titles, and ensuring the show featured on the countless London event pages.
The result? The show enjoyed more coverage than ever before, bucking the industry trend to actually grow in attendance, with over 40,000 visitors passing through the doors over the three days!