TORONTO, Ontario (BRAIN) Wednesday June 27 2012 12:54 PM MT—The Bicycle Trade Association of Canada has hired Top Drawer Creative to market and promote its ExpoCycle trade show to a wider public audience. The advertising agency will provide creative direction, print, radio and campaign materials and social media management leading up to the September show.
ExpoCycle draws more than 800 brands and is Canada’s premier trade show for bicycle dealers. It features exhibits, product launches, in-depth educational seminars and meetings.
BTAC opened the event to the public for one day last year in advance of the two-day industry trade show for the first time. “Our experience opening the show to the public last year proved that it is a natural magnet for avid cyclists,” said Janet O’Connell, BTAC executive director. “This year, we want to extend our reach beyond that segment.”
This year’s public day is Sept. 8 and precedes the two-day industry trade show Sept. 9-10 at Toronto’s Direct Energy Centre. O’Connell said she hopes to attract 3,000 to 5,000 consumers on that opening day.