August 16 2007.
The most innovative advertising campaign ever seen for the International Motorcycle and Scooter Show has been unveiled by Show organisers. The campaign, which features one of the most dynamic creative elements ever seen for the Show, has been devised by Bath-based agency TRA and will run across print and online media between August and November. The final creative image features a heart made-up from motorcycle parts which is intersected by an exhaust pipe, and accompanied by the strap line 'Be prepared to fall in love'.

Around 4,000 bikers and Motorcycle Show attendees were canvassed as part of in-depth quantitative and qualitative research, undertaken by TRA to identify the favourite contenders for the final advertising route and to refine the final idea. The research identified 'the bike' as the overwhelming 'star' of the NEC Show and this has been reflected in the new campaign in which the love of motorcycles is the central theme. The research also demonstrated that UK bikers consider the NEC to be their very own show. The fact that the International Motorcycle and Scooter Show is the only place in the UK that you can see the latest 2008 models from the leading names in motorcycling, is the major motivating factor in people attending.

Finlay McAllan, Managing Director of Show organisers MCI Exhibitions commented:

"An enormous amount of research has gone into the generation of this year's advertising campaign and the result is a stunning and original new look. In line with what bikers have been telling us, the Show has gone back to basics this year with a focus on the motorcycle as the undisputed 'star'. People come to our Show from all corners of the country, united by a common love for bikes. We think that this year's advertising creative illustrates that love fantastically. It has great impact and is one of the most dynamic images ever created for the Show. I hope that bikers like it and we look forward to seeing it regularly over the coming months."

The campaign will be active from the end of August and will run across many media platforms including the motorcycle trade press, consumer magazines, Midlands regional press, and online. This year's Show takes place on the new dates of 23rd November - 2nd December (Press Day - 22nd November), in new halls 1, 2, 3, 3a & 4. Ticket prices have been frozen for a third consecutive year making the Show even better value. For more information visit www.motorcycleshow.co.uk