The Landing-based communications agency Rule 5 has won a brief with Virgin Money Cyclone.
The agency is tasked with raising awareness of the four day national cycling festival, staged in the North East.
The event, which has attracted some of the world’s greatest riders including Mark Cavendish, Bradley Wiggins, Hannah Barnes and Sarah Storey, is part of Virgin Money’s sponsorship of national sport and community events including The Virgin Money London Marathon and Walking With The Wounded, Virgin Money South Pole Allied Challenge.
Rule 5 founding director, Julie Wilson said it was a significant win for the agency. “The Virgin Money Cyclone is a recognised event within the international cycling calendar and we’re delighted to play a part in further realising its potential; attracting new riders and spectators.
“With the UK playing host to the Grand Dėpart and dates for next year’s British Cycling Elite Road Series confirmed, 2014 promises to be an exciting year for cycling.”
Work has started with Rule 5 tasked with further raising awareness of the event and driving rider participation. The agency will also be responsible for developing the event’s social media platforms and delivering a community engagement programme.
Virgin Money Cyclone founder and organiser, Peter Harrison, explained: “Virgin Money Cyclone is a multi-faceted event designed to cater for the needs of competitive and non-competitive cyclists.
“As we enter our eighth year and celebrate the Beaumont Trophy being recognised as an official UCI event, our focus is on further raising awareness of the Virgin Money Cyclone on a national and international scale, and increasing rider participation across all levels. We are confident that Rule 5 will help us achieve this.”
The Virgin Money Cyclone Challenge is part of the UCI Golden Wheel series and attracts riders from both inside and outside the UK.
Earlier this month Rule 5 announced it is to launch a London office in January alongside the MediaCityUK base.