Edinburgh’s Heineken Cup campaign hits the road in more ways than one this weekend.
While the playing squad make the trip to Wales to take on Cardiff Blues in their opening pool 1 fixture, a separate team of black and red gospel-spreaders will be taking to the streets of the capital city and beyond to promote next week’s heavenly home clash with Northampton Saints.
Shoppers, tourists and revellers who are out and about this weekend should keep an eye out for Edinburgh-branded Digibikes, the mobile video advertising contraptions that were recently showcased to widespread acclaim on the BBC’s Dragons Den.
The bikes are non-motorised and boast two 45 inch high definition, high brightness LED screens, audio and Bluetooth. They began operating in towns and cities throughout the UK in January 2010 and are 3.2 metres long by 2 metres high. This weekend, they will be showing a compilation of memorable Edinburgh tries alongside match information about the Northampton game – an occasion that promises to be one of the highlights of the Murrayfield season.
A first glimpse of the Digibikes will be available to those spending time in Dunfermline and Falkirk town centres between 11am and 4pm on Friday 6 October. Another bike will be circulating in the centre of Edinburgh from 12pm to 8pm, while student haunts and the night time crowd will have their turn between 5pm and 8pm.
Shoppers planning a Saturday trip to the Livingston Designer Outlet or The Centre (situated in the Almondvale area of the town) can expect to encounter a Digibike any time from 10am to 6pm. Another bike will be covering popular Edinburgh city centre routes such as George Street and Rose Street between these hours on Saturday.
Craig Docherty, the Edinburgh Chief Executive, hopes the initiative will give the public a flavour of the drama and excitement of the Heineken Cup experience. He said: “The Northampton game has all the ingredients to be a fantastic day, and we really want to share it with as many people as possible.
“The Digibikes are a fun way to make sure people know what’s on offer and how to get involved. In club terms, the Heineken Cup is the envy of the whole rugby world, and I’d urge anyone who hasn’t experienced the competition before to get themselves to Murrayfield next Saturday.
“With a passionate support at our backs, we won all three home pool games in last year’s competition. It would be fantastic to see a repeat on both fronts this season, and it all starts with Northampton.
“I’m looking forward to showing the rest of the continent the passion for rugby in this city that, as a club, we’re very fortunate to be able to call upon.”
Mark Catterall, sales & marketing director of Kong Media, who are supplying the bikes, said: "The TV bikes are fantastic for proximity based marketing. With digital screens and audio, companies can engage with their customers, using different creative techniques.
“We’re delighted to help Edinburgh get the word out about what is a massive game.”
KEEP AN EYE OUT FOR THE DIGIBIKES AT THE FOLLOWING TIMES:
FRIDAY 8 OCTOBER
11am-4pm: Dunfermline and Falkirk town centres
12pm-8pm: Edinburgh city centre
SATURDAY 9 OCTOBER
10am-6pm: Livingston Designer Outlet and The Centre, Livingston
10am - 6pm: Edinburgh city centre
**LISTEN OUT FOR MORE ON THE GAME ON FORTH ONE IN THE COMING WEEK - 97.3FM AND www.forthone.com**
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