The London-based firm will develop a campaign for the event at the National Indoor Arena from May 24 until 27 that will include media relations, experiential activity, and digital to encourage ticket sales for the event as well as participation in the sport.

The Championships is expected to attract entries from more than 2,000 riders, including Olympic GB hopefuls Shanaze Reade and Liam Phillips, who will be gunning for world titles before London 2012.

"The 2012 BMX World Championships is the latest in a string of major events that British Cycling has successfully bid for in recent years, and the event gives the GB Cycling team home advantage in just weeks leading into the Games," said Jonny Clay, the event director.

"We've already seen the impact of the event here in Birmingham with the creation of the new International BMX facility at Perry Park as part of the legacy of the event and as the event draws closer we're looking forward to giving many more people the chance to participate in and watch the sport of BMX."

Generate, who also have offices in Atlanta and Doha, are predicting the Championships - which were awarded to Birmingham by the UCI in June 2009 - will attract considerable attention as they are being held so close to the Olympics.

"We have developed a PR programme that will engage people primarily in and around Birmingham to drive attendance at the event, with a wider PR programme designed to generate interest and participation in the sport," said Rupert Pratt, Generate's managing director.

"The event takes place only a few months before the Olympic Games, and with GB medal hopefuls competing at the Championships, media and consumer interest will be high.

"We're looking forward to working with the UCI BMX World Championships to assist in making this event a huge success."

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