June 26, 2012 (Toronto, ON) – The Bicycle Trade Association of Canada (BTAC) has named bike-friendly Top Drawer Creative their AOR. The agency’s first task? To market the association’s ExpoCycle show beyond its traditional industry audience.
BTAC’s mission is to advance the business of cycling through Canada’s independent bicycle retailers. ExpoCycle has long been the most important B2B event for the Canadian cycling industry—and has grown to become the fastest growing bicycle trade event in North America and an important stop on the global trade show calendar. Over 90 per cent of Canadian cycling retailers rate the show as “important” to “very important” to running their business successfully.
Last year, BTAC opened the event to the public for one day in advance of the two-day trade show for the first time. This year’s Public Day, to be held September 8 at Toronto’s Direct Energy Centre, will precede the two-day trade event.
“ExpoCycle assembles over 800 of the top brands in the industry, along with the newest and most innovative bikes, cycling accessories and offerings under one roof,” says BTAC Executive Director Janet O’Connell. “Our experience opening the show to the public last year proved that it’s is a natural magnet for avid cyclists. This year, we want to extend our reach beyond that segment, so we enlisted Top Drawer to assist us with a campaign that speaks to a greater breadth of cyclists.”
The fully integrated Toronto advertising agency’s commitment to cycling is manifest in its client roster and staff culture. A recipient of the Toronto Bicycle Friendly Business Awards, the agency’s current and past accounts include the Becel Heart & Stroke Ride for Heart, Share the Road, SmartCommute, Gears, Sporting Life and Fitness Depot.
“Cycling isn’t just a part of our agency culture, it’s the foundation,” says Top Drawer CEO Howard Chang. “I owned a chain of bike shops before I launched the agency, but my passion for cycling never let up—and it’s led to some incredible partnerships and opportunities for Top Drawer.”
Along with members of his cycling team, Les Domestiques, Chang is personally involved in the visioning process for the upcoming Milton Velodrome and participates in dozens of races each year.
Top Drawer will provide creative direction, print, radio and campaign materials as well as social media management.