BACKGROUND
For more than a decade, MPA Creative has performed a key role in re-establishing the annual Silverstone Classic as one of the world’s premier motorsport events. First held more than 30 years ago, The Classic was a true trendsetter, but more recently had been somewhat eclipsed by the introduction of other revival race meetings. Keen to reinstate The Classic at the forefront of the genre, MPA Creative ‘did the maths’ and relaunched the event as ‘The World’s Biggest Classic Motor Racing Festival’… which it was and, indeed, still is.
Today the three-day extravaganza regularly attracts a 100,000+ crowd and close to 1,000 racing entries thus establishing yet more global benchmarks for any motorsport event. As well as brand building, MPA Creative masterminds all media and public relations for the festival. This includes the preparation and distribution of media releases, accreditation consultancy, presence on site and assistance with the event’s ever-increasing social media platforms. Confirming the event’s lofty status, it was presented with Octane Magazine’s prized ‘Motorsport Event of the Year’ accolade at the prestigious Historic Motoring Awards for the 30th anniversary event in 2021.
CASE STUDY
To promote the Silverstone Classic to the millions of F1 fans in the UK, MPA Creative conceived a very special feature to be aired as part of the BBC’s British Grand Prix coverage in 2013.
Appreciating it was 50 years since racing legend Jim Clark won the World Championship in 1963, MPA Creative organised for racer turned presenter David Coulthard to drive Jimmy’s title winning Lotus 25 at Silverstone as part of the official Media Preview. As well as generating huge interest on the day, the very special track test was filmed exclusively by the BBC’s F1 programme and screened in the run-up to the Classic (David Coulthard drives Jim Clark’s Lotus 25). Coulthard was also photographed by Motor Sport magazine for a cover story, again promoting the forthcoming Classic at which Clark’s victorious Lotus 25 would be competing.
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