Seventy Event Media Group, together with Fox Traveller, has announced the second edition of India Bike Week (IBW), touted as the biggest congregation of bikers in India. The annual festival of bikers, bikes, music and entertainment will be held in Goa on January 17 and 18, 2014.
Commenting on the event, Keertan Adyanthaya, MD, Fox International Channels said, “We are very excited about the second leg of India’s leading biking festival, India Bike Week, in Goa. The festival will celebrate individuality and freedom, words which are synonyms with biking and bikers. India Bike Week will personify everything that is close to a biker’s heart – from rock music to some of the coolest and meanest biking machines. We hope to make India Bike week an annual property for the biker community in India.”
Elaborating on the promotion plans for IBW 2014, Debarpita Banerjee, Vice President – Marketing, National Geographic and Fox International Channels said, “The promotion for IBW will happen in two bursts. The first phase will take place in October 2013 with the opening of registrations. The second phase will help build up the event in January, starting a month in advance. This will give people enough time to plan their visits, book tickets and get a good deal.”
“Besides television, we also plan to take focused media in different markets such as Delhi, Mumbai, Bangalore, Pune, Chennai, and Hyderabad, which have several active biking clubs,” she added.
All important media, including TV, radio, print and outdoor (in select cities), are being activated at both the bursts, while online and on-ground activities will help sustain interest levels leading up to the festival. Banerjee said, “Social media is a great medium for information and engagement with special interest group. It is also a great forum for a festival like this, which is made by bike lovers, for bike lovers, to connect with, share, take suggestions, and keep upgrading the festival.”
“These are early years of the festival, which is here to stay. Hence, marketing has a healthy, more than average rate of the total festival costs,” she added.
There are a minimum of 30 brands associated with the India Bike Week at all levels - sponsorship, content partnership, exhibitor, and media. The first round roster of sponsors and brands associated with IBW will be announced in the next three weeks.
Banerjee further said, “Whilst over 50 per cent of the sponsors and partners in this second edition are new to India Bike Week, it has been particularly satisfying to have extended almost all of the partnerships from IBW 2013. They believed in the vision, benefited from it and we’re working hard with them to ensure that they continue to grow with the festival.”