Cycling body appoints ex-Allied Domecq marketer to head drive

The National Cycle Network has appointed ex-Allied Domecq marketer Shirley Acreman to the new post of director of marketing and information.

She worked at Allied Domecq for more than five years in various marketing positions. Most recently she was the joint marketing director of the Ballantine’s whisky range with Juan Pablo Colas.

Allied Domecq says her job was “restructured” six weeks ago and Colas now has sole responsibility for the Ballantine’s range.

The National Cycle Network comprises 6,000 miles of minor roads and traffic-free paths, which are designed to create conditions that will encourage people to cycle more. It is the flagship project of Sustrans, a charity aimed at getting people to walk, cycle and use public transport to cut road traffic. Sustrans is working with the Government to increase the number of people that cycle by ten per cent by 2012.

Acreman says: “My objective is to increase use of the network. The first thing we need to do is work on a coherent identity, as consumer awareness is probably very low.”

The appointment coincides with Target Direct winning the National Cycle Network’s direct marketing account. The Sustrans campaign, which comprises two mailers, will be the network’s first below-the-line campaign in four years.

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