Iconic British folding bicycle manufacturer, Brompton, has appointed experiential marketing experts, TRO, to deliver the Brompton World Championship in London this summer, in a milestone year that celebrates the brand’s 50th anniversary.
The participatory event, taking place from 20th to 22nd June at Coal Drops Yard in Kings Cross, will bring together more than 500 Brompton riders to compete in a series of races around the city streets, with 50,000 spectators expected to create a fun-filled, celebratory atmosphere. The event will sit alongside the Via Criterium as part of the London Cycling Festival.
At the heart of the event, TRO will harness their festival expertise to create The Brompton Village – a vibrant hub for Brompton’s community to come together and connect through a range of experiences that embody its brand ethos of fun, inclusivity and adventure.
The flagship event will also explore the brand’s legacy, offer limited edition anniversary merch and preview new products, with additional community ride-outs and experiences set to extend the activation beyond the festival.
Chris Booker, New Business & Marketing Director, TRO, said: “We’re delighted to be working with such an iconic brand in what is a real milestone year. Their ethos of community, inclusivity and fun perfectly aligns with our own outlook as an agency, and we can’t wait to bring Brompton fans together for what promises to be a special event.”
Chris Willingham, Global Marketing Director, Brompton, said “The Brompton World Championships brings together our community from around the world for the ultimate Brompton celebration. In our 50th year, this will be extra special; TRO understood exactly what and how we could make this the best BWC yet and have the proven expertise to deliver it.”
