The 2011 MCN Motorcycle Show introduced a live theatrical entertainment performance featuring legends of motorsport including Freddie Spencer and Kevin Schwantz. This chargeable add-on to the standard show required a marketing campaign that quickly told the consumer that this was a new type of motorcycle show.
The Greatest Bike Show on Earth campaign, across print, outdoor, direct mail and radio, was developed using the general awareness of P.T. Barnum’s circus as shorthand to deliver a message that this is something different and spectacular.
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