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THINK! campaign acclaimed at awards ceremony

The THINK! motorcycle safety campaign was 'highly commended' in the recent Sport Industry Awards for its use of sponsorship of the 2004 British Superbike Championship.

THINK! became title sponsor of the Championship last year to encourage riders at the events, and viewers watching the action on television, to save racing for the track.

The campaign was placed second in the Best sponsorship of a sporting event or programme category. The winner was the 2004 Flora London Marathon. The RBS Six Nations and Brit Super Series Squash Finals were also short-listed.

The THINK! sponsorship was one of few brands to achieve 'highly commended' status. The Financial Times, reporting on the awards, described the sponsorship as a 'memorable display of creative thinking'.

In a survey conducted at three of the races, 89 per cent of spectators said that the THINK! campaign was relevant to British Superbikes, and 92 per cent welcomed the campaign's involvement with Superbikes.

This season THINK! is an associate sponsor of the Bennetts British Superbike Championship, and it will have an even bigger on the ground presence at events.

For more information contact Britta Stones, 0207 944 4976, britta.stones@dft.gsi.gov.uk.

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