Drafted: January 15th 2013
The agreement will see the event at the RDS complex being branded the Carole Nash Irish Motorbike & Scooter Show. The three day show, which runs every other year and opens on March 1, has attracted over 100 exhibitors and, based on 2011 attendance figures, is expected to draw around 25,000 adult visitors.
The move continues Carole Nash’s longstanding policy of reinvesting in grassroots biking following its arrival in Ireland in 1999 at the invitation of the Irish Motorcycle Action Group. Since the company’s first office was opened by Harley-Davidson riding Ronan Keating in 1999 the company has grown to be a key player within the Irish motorcycle the market.
The new deal, which follows its sponsorship of the 2011 show, will see the Carole Nash brand being promoted throughout all SDL’s marketing communications for the event. This will include radio and press advertising, ticket, official website and social media activity. The company will also take its own stand at the show.
Commenting on the signing of the agreement Rebecca Donohue, Carole Nash’s head of marketing said: “As a company Carole Nash has always been committed to supporting biking and the biking community, be it through devising policies which better meet bikers’ needs or reinvesting in events big and small. They certainly don’t come bigger than the Irish Motorbike & Scooter Show which attracts the equivalent of around 60- 70 percent of Irish bikers. We’re naturally delighted to be associated with such a successful and high profile event.”
Ruth Lemass, creative director at SDL Exhibitions, said securing Carole Nash as event sponsor was a significant coup. “Carole Nash is a brand that commands tremendous respect with Irish bikers and is therefore a natural for the show. This agreement offers significant mutual benefit with Carole Nash enjoying heightened brand presence and the show benefiting from a significant cash injection and cross promotional opportunities through Carole Nash’s extensive customer database and promotional platforms.” Cross-marketing initiatives will include Carole Nash offering discounted tickets and UK travel packages to its customers and running competitions and giveaways through insidebikes and social media platforms.
The Carole Nash Irish Motorbike & Scooter Show is one of eight major events organised by SDL, which include the Ideal Home Show . Among this year’s attractions will be an extensive live action entertainment programme, the qualifying round of the global AMD Championship of Custom Bike Building and stars from the motorcycle racing scene.