Pendle Cycle Fest Highly Commended

Pendle Council entered the Cycle Fest, which included the Colne Grand Prix, Freedom Sky Rides for families and the National Cycle Road Race, for the best low budget campaign.

Over 150 organisations from across the North West and Midlands entered for the prestigious awards.

The award was presented in Manchester by the organisation How Do communications at a seminar on how to communicate during difficult times.

Pendle beat of fierce competition from other shortlisted entrants, including Manchester's Jazz Festival, the University of Nottingham and South Manchester's University Hospital.

Brian Cookson, Pendle Council's Director for Regeneration who spear-headed the Cycle Fest for Pendle explained:

"These awards are like the Oscars for public service communication and marketing -  it's an achievement to even get shortlisted.

"Our Communications Team worked flat out with other colleagues for months to promote the events and our Community Researchers got useful evidence on our success.

I'm delighted that all the hard work we put into marketing these events on a shoe-string budget has been recognised," he added.

The results of the campaign which Pendle Council shared with the judges included:

 Boosting a £500 marketing budget with over £50,000 of sponsorship

 Achieving over £21,000 of free newspaper coverage for the events

 Encouraging 200 participants to take part in Freedom Sky Rides

 Organising eight media opportunities where Olympic riders like
Chris Boardman and Colne's Steven Burke gave up their time for free

 74% of visitors to the National Road Race saying they'd visit Pendle in future, helping to boost tourism.

Leader of the Council, Councillor Mike Blomeley said:

"We managed to promote the events with very little public money. 

"It's quite a challenge for a small council like ours to market a national cycling event.

"We made them happen thanks to the good relationship we have with many sponsors, most of whom are local companies.  We are very grateful for their support.

"These included our headline sponsor, cottages4you of Earby who gave us enormous support," he explained.

The campaign was led for the Council by Communications Manager Sarah Lee and graphic designer Stuart Raith.

Sarah said:  "It was a great team effort and we'd like to thank everyone who came to enjoy a series of fantastic free events, that's what makes it worthwhile."