bcsAgency

EYE-CATCHING MEDIA

bcsAgency developed an extensive event support plan, with each priority event receiving a comprehensive stand-alone campaign comprising eye-catching media days, interviews, photos and filming opportunities, media alerts and press releases.

The brief

bcsAgency was brought in by Donington Park to rejuvenate the world-famous circuit by increasing engagement amongst the public and the regional, national and motorsport media, raising footfall and re-establishing the track’s position as a world-class racing circuit at the heart and soul of British motorsport.

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The challenge

bcsAgency was briefed as part of an extensive campaign by Donington Park’s new owners to see the track reinstated as a top international racing venue following a period of turmoil. The circuit had seen attendance fall and needed to disassociate itself from the negative perceptions which had developed under previous ownership.

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The solution

As the circuit sought to re-establish itself as a world-renowned international motor racing track for premium race series and as a venue for corporate events and exhibitions, it was vital to engage key specialist, local and national press for all major Donington-hosted events.

Working in close partnership with the circuit’s passionate in-house marketing team, bcsAgency established a programme of activity for the year ahead based on the track’s core “Super Race Meetings”, key Donington-hosted events and commercial drivers. Key messaging was also identified and media priorities established for each campaign element.

bcsAgency developed an extensive event support plan, with each priority event receiving a comprehensive stand-alone campaign comprising eye-catching media days, interviews, photos and filming opportunities, media alerts and press releases.
A proactive press office was also established incorporating rapid response capabilities to react to the high volume of Donington-related media requests received.
To ensure that Donington Park remains front of mind with key media, bcsAgency has established excellent relationships with contacts across regional, national and core motorsport press as well as journalists with a personal interest in motor racing, and always going the extra mile for them.

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The results

bcsAgency’s media relations campaign has supported a wide range of events, from extensively-planned campaigns for the “SuperRace Meetings”, to rapid response communications for short-lead opportunities.

As a result of the team’s concentrated campaigning the national press is now fully aware that Donington is back and bigger than ever, and the circuit enjoys highly-publicised, well-attended events throughout the season. Media relations amongst target regional, national and motorsport press are so strong that journalists now approach the bcsAgency team direct.

Between July 2012 and June 2013, bcsAgency directly secured 266 pieces of coverage for Donington Park – on multiple platforms of national, regional and specialist levels. In addition, “Super race” coverage during that period exceeded 660 pieces, ranging from local media to international press.

The European round of the eni FIM World Superbike Championship 2013 at Donington Park secured well in excess of 360 pieces of coverage across print, online and broadcast media. Highlights included extensive coverage across nine national newspapers, and five significant pieces on regional television. In addition, over 70 members of the media applied for accreditation, three times higher than the numbers secured for the previous round at Monza.

What Donington Park think.

“We feel that you all at bcsAgency are an extension of our marketing team which is exactly what we we’re looking for. The partnership we have is wonderful, exciting, creative a little bit barmy at times, full of sweets and treats… and I look forward to many more years working with you all.”

Gemma Toogood, Head of Commercial Sales and Marketing at Donington