Leukaemia Research has launched a dedicated website to promote its London Bikeathon in a bid to boost brand awareness of the event after its split from the BBC.
The event used to be known as the Blue Peter Bikeathon, but was renamed for 2004 because a recently introduced BBC policy prevents the children's programme from promoting any particular charity (Third Sector, 19 March 2003).
The new website provides event details, sponsorship tips and competitions.
The site, available at www.londonbikeathon.co.uk, has been created using a new customised micro-site service from internet fundraising specialist Justgiving.
"By customising the Justgiving site to our brand we are hoping to achieve even more in terms of supporter retention and brand awareness," said Cathy Gilman, head of fundraising at Leukaemia Research.
The charity also plans to launch two more micro-sites shortly in order to promote its child-safe Big Bikeathon and Alastair Campbell's London Triathlon challenge.