Rule 5 and the Virgin Money Cyclone

Beaumont Trophy

This weekend saw the return of one of the UK’s most respected cycling events, the Virgin Money Cyclone Festival of Cycling.

Staged in beautiful Northumberland, the Cyclone caters for cyclists of all abilities, with leisure rides, Challenge rides and elite racing all packed into three days.  It is the second year that Rule 5 has been involved, driving and delivering the pre-event and live weekend communications campaign on behalf of Virgin Money.

Event activity opened on the evening of Friday 19th June with over 300 friends, families and solo riders soaking up the festival atmosphere and embracing the Tyne Six Bridges leisure rides.

On Saturday it was the turn of the more experienced rider, with over 2,300 cycling enthusiasts getting into the saddle to test their stamina in the Virgin Money Cyclone Challenge rides.  Weather conditions were variable but nothing could dampen the spirits of the riders as they embraced the 34, 64 and 106 mile routes, many in aid of charity.

Sunday’s elite races, the Curlew Cup and UCI Beaumont Trophy, saw some of the world’s best riders descend on the picturesque Northumberland village of Stamfordham.

Taking the trophy in the National Women’s Road Race, the Curlew Cup, was team IKON-Mazda cyclist, Laura Massey, with Christopher Latham of the Great Britain National Team powering to victory in the UCI Beaumont Trophy.

Spectators gathered in Stamfordham were treated to glimpses of one of the strongest fields of riders to date including: Olympic gold medallist and Team WIGGINS cyclist, Andy Tennant; 2014 Elite Road Race Series winner and One Pro Cycling rider, Yanto Barker; and British Road Race Champion, JLT Condor cyclist, and defending champion, Kristian House.

We were thrilled to be at the heart of all of the action, managing the media, realising the potential of every opportunity and activating the event’s social channels.

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Virgin Money Cyclone – 4,000 Saddle Up



Last week over 4,000 people descended upon the North East for the annual Virgin Money Cyclone Festival of Cycling.

Amongst the throng of cycling enthusiasts were Rule 5’s Jules and Carolanne, who were on the ground delivering live updates from the cycling events and directing all media communication.

The four day festival offers rides for amateurs and enthusiasts at all levels – from sportive challenges and family routes to a weekend of professional racing culminating in the women’s Curlew Cup and men’s UCI European Tour Road Race, the Beaumont Trophy.

Taking the trophy in the women’s national road race was Pearl Izumi Sports International Tours cyclist and reigning World & European Team Pursuit Champion, Katie Archibald.

It was a heated finish in the newly accredited UCI Beaumont Trophy, which is only one of four UCI road races in the UK, with Kristian House of Rapha Condor JLT powering to victory.

An abundance of media were in attendance throughout the weekend including BBC North East, The Newcastle Chronicle, Living North, Road Cycling UK and Velo UK.  Going the extra mile was Dan Black from Metro Radio station, who embraced the 63 mile sportive reporting live from the saddle. The event was featured on BBC Look North throughout the four day event.