PEDDLING advertising and pedalling advertising are two different things.

But the twain - or is it the bicycle chain? - meet at York-based PromoBikes (Yorkshire) Ltd.

Account director Steve Lydiatt's eco-friendly way of getting the message to the marketplace with mobile billboards has so taken off that he is pitching for the New Business of the Year and the Young Business Entrepreneur of the Year titles in the 2004 Evening Press Business of the Year Awards.

He is now looking to replicate the hugely-successful formula of his Yorkshire division in London.

He said: "Imagine two totally mobile bus stop-size posters being ridden through areas where your largest audience congregate; and parking in strategic positions for greater prominence - with the option to hand out leaflets and wear client-branded clothing at no extra cost, and you will appreciate this is a truly memorable form of outdoor advertising." The impact of PromoBikes since it was launched in September 2003, has not been missed on advertisers.

The target for the first year of trading was 100 days - a figure that was surpassed in April this year.

Advertisers who have embraced the medium include Business Link York and North Yorkshire, the Grand Opera House, York, Bartercard, Mulberry Hall, Abichelin and Jorvik.

A second PromoBike has been bought and other forms of outdoor advertising - PromoPeople and PromoVans have been added to the business portfolio.

Steve, 29, who bases himself in Dunnington, is a former marketing manager at McArthurGlen in York and is a business management graduate from York's Askham Bryan College.

Updated: 09:50 Monday, July 26, 2004