FUNDRAISING NEWS: Leukaemia charity rebrands bikeathon as BBC tie-up ends

Leukaemia Research is set to rebrand its annual Blue Peter Bikeathon after three years in partnership with the BBC children's programme.

This year's event in May will be the last sponsored by Blue Peter because a new BBC policy prevents the programme promoting one particular charity.

The 2004 event will be renamed the Bigbikeathon and plans are under way to ensure that potential participants know about the rebrand.

Direct marketing agency DMS is working on a communications plan which includes a pull-out leaflet to be included in the registration packs for the 2003 Blue Peter Bikeathon, poster and leaflet distribution, a viral email campaign and prize draws. All literature will direct supporters to a central web site, www.bigbikeathon.co.uk.

The bikeathon makes up about 3 per cent of the £20 million that Leukaemia Research has to raise each year to fund its research programme.

Cathy Pearce, spokesperson at DMS, said: "We plan to make the 2004 event bigger and better than ever and hope to raise a record amount."

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