The Bicycle Trade Association of Canada has retained Top Drawer Creative of Toronto as its agency of record. The firm will begin work by marketing the association's annual ExpoCycle trade show beyond its traditional industry audience. The assignment includes creative direction, the development of print, radio and other campaign materials, as well as social media management. "ExpoCycle assembles over 800 of the top brands in the industry, along with the newest and most innovative bikes, cycling accessories and offerings under one roof," said association executive director Jane O'Connell. "Our experience opening the show to the public last year proved that it is a natural magnet for avid cyclists. This year, we want to extend our reach beyond that segment, so we enlisted Top Drawer to assist us with a campaign that speaks to a greater breadth of cyclists."