Agency News

Brother UK Appoints Rule 5

JLT BrotherRule 5 has been appointed by Brother UK to promote its sponsorship of the Pearl Izumi Tour Series, Aviva Women’s Tour and Tour of Britain.

The announcement follows a competitive pitch. The agency will build and manage Brother UK cycling related social media platforms to activate their partnership and engage their target audience. Work is already underway with a Twitter and Instagram presence.  Agency staff have already been to the first stages of the Tour Series in the Isle of Man, Scarborough, Motherwell and Edinburgh, reporting on activity in real-time. Over the next six months the team will shadow the world’s best riders across the UK in the Tour of Britain and the Aviva Women’s Tour.

Brother UK Campaign Manager Fay Shannon said: “Brother UK has a strong history in cycling, providing neutral service vehicles at events and, last year, sponsorship of the Aviva Woman’s Tour.

“We want to fully immerse ourselves in the sport.   Rule 5 are already proving that they’re the best agency to help us achieve this, combining their knowledge of cycling and social media to extend the reach of the partnership and ensure Brother UK are much more than just a logo on a board. As official results, printing and imaging partner we want to help fans get closer to the action.  Working with Rule 5 and embracing the latest in social media technology we’re able to do just that.”

Brother UK is the official results, printing and imaging partner of the Pearl Izumi Tour Series, Aviva Women’s Tour and Tour of Britain.  The company also has naming rights for the Series’ Corporate Grand Prix event, which lets corporate partners race on the professional circuits.

Cycle Show Brief

NEC_Cycle_Show_0329Rule 5 has won a competitive pitch to promote the Cycle Show.

The UK’s premier event for the cycling industry, the Cycle Show showcases the latest bikes and accessories from the leading bike brands, alongside a dedicated area for cycling holidays and a large retail village.  Two action arenas, over 4km of outdoor test tracks, dedicated children’s features plus a stellar line up of pro riders including GB Olympians and legends from the sport complete the mix.

Work is already under way on delivering an integrated communications campaign aimed at the core cycling, national and regional media.  The agency will also manage all in-event media activity.

Cycle Show Event Director, Chris Holman, said: “Last year saw a record year for the Cycle Show with 283 companies taking part and over 28,000 visitors in attendance.

“This year, as we celebrate our 15th edition, we’re looking forward to unveiling a number of new features and have enlisted the support of Rule 5 to help us raise maximum awareness of these and the 2016 event programme.  The team are well respected in the cycling and events industries and we’re very happy to appoint them as event partners.”

The Cycle Show returns to Birmingham’s National Exhibition Centre (NEC) this September 22 – 25.  For further information visit: www.cycleshow.co.uk

Half Way to a Billion

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It feels like only yesterday when the Rule 5 team, British Cycling and riders from 42 nations congregated at the Lee Valley VeloPark in London for the 2016 UCI Track Cycling World Championships.

The biggest track cycling event of its kind in the modern era, over 52,000 spectators descended upon the capital for five days of action-packed racing to see Great Britain’s track stars, including Sir Bradley Wiggins, Mark Cavendish, Jason Kenny, Owain Doull, Laura Trott and Becky James, compete against the world’s best for the coveted rainbow jerseys and the chance to gain crucial qualification points for Rio 2016.

A team of five worked shifts throughout the week to manage two full service press rooms and produce live social media content on Twitter and Facebook. The social media campaign incorporated engaging video content and photography with new technologies and platforms helping us reach an astonishing global audience approaching half a billion impressions on social channels.

Medal wins from Great Britain’s men’s and women’s team pursuit teams, plus Laura Trott in the omnium, Jon Dibben in the points race and Sir Bradley Wiggins and Mark Cavendish in the Madison on the final day of racing provided electrifying content.

A single image of Sir Bradley Wiggins kissing the forehead of Mark Cavendish after their gold in the Madison event gained 8,887 likes on Instagram, was shared 147 times on Twitter and 233 times on Facebook.

Social coverage was monitored using Facebook Insights and Tweet Binder, which allowed the Twitter statistics to be tracked in real-time. Over 62,000 tweets used the hashtag #TWC2016, reaching 68.9 million people and generating 434,185,086 impacts.

Pre-event, live and post campaign conventional activity saw coverage in all of the UK’s national broadsheets in addition to widespread consumer, cycling and regional media totalling almost 300,000 impressions.

NRB & El Gato Negro Lead BBC News

NRB Blog 2.pngThis week we announced news of our work with the North’s largest hospitality exhibition, Northern Restaurant and Bar.

Today we share just one of the quality pieces of coverage achieved, as seen on BBC North West Tonight.

The feature, which aired on the lunchtime and evening shows, was secured on the back of the acclaimed exhibition’s study into the North’s most ‘restauranty’ cities, and provided exposure not just for Northern Restaurant and Bar but Rule 5 client El Gato Negro.

“It came as no great surprise to have research officially confirm that the Northern restaurant scene is booming. Talented chefs are realising the wealth of opportunity within the North, setting up their own ventures and cooking their hearts out for an appreciative audience” said Chief Executive of Northern Restaurant and Bar, Thom Hetherington.

“The positive coverage on the region’s restaurant scene this week -aired on BBC North West Tonight and delivered by Rule 5- has given the food industry the exposure it deserves. Our visitor numbers at the Northern Restaurant & Bar show are at a high.”

The coverage is just one example of the agency’s ability to seize the news agenda and develop a story with real broadcast appeal. Our clients’ objectives are firmly rooted at the heart.  You can watch it here.

 

Headlines for NRB

Logo 3Today sees the launch of the North’s largest hospitality trade exhibition, Northern Restaurant and Bar.

Celebrating its sixteenth year, the event, which hosts over 270 exhibitors and 7,000 trade only visitors, brings together the entire Northern hospitality industry to discover new ideas, identify opportunities and source new products and services. This year we’ve been delighted to work with the exhibition and deliver its main pre-event news story, revealing the North’s most ‘restauranty’ cities.

The study, conducted by Northern Restaurant and Bar organisers Holden Media and hospitality insight business CGA Peach, examined the restaurant density of northern cities and saw Newcastle take the top spot with 1,558 residents per restaurant.  Manchester came a close second (1,576) followed by York (1,585), Liverpool (1,996) and Chester (2,595).

The story, delivered by Rule 5, generated widespread trade, business and regional coverage upon release and will feature in today’s North West Tonight bulletins.

Thom Hetherington, chief executive of Holden Media, said of the research findings: “London is a global gastronomic city, but clearly the North of England is catching up at a rate of knots, not least because it is possible for cash-strapped but talented chefs to set up their own ventures and cook their hearts out for an appreciative audience.”

Aiden Byrne, the Liverpool-born chef behind Living Ventures’ fine dining venue Manchester House, said: “I feel very proud to be part of the ever-growing dining scene in Manchester.

“It’s extremely exciting to see top London operators paying an interest in the market. The buzz in the city is filling us with confidence to keep moving forward.”

Northern Restaurant and Bar includes the NRB Debate, this year fronted by Jay Rayner, the NRB Top Fifty Awards and NRB Fringe alongside an extensive programme of tastings, demonstrations and workshops.