MPA Creative was honoured to be engaged to oversee all media matters for the annual RM Sotheby’s London to Brighton Veteran Car Run in 2013. The event is the world’s longest running motoring celebration and always features more than 400 extraordinary automobiles dating back to the very dawn of the motor car on what is an historic 60-mile journey from Hyde Park to the Sussex coast.
MPA Creative’s appointment immediately resulted in what was described as a ‘sea-change’ in coverage for the famous event. Reports and photographs appeared in the majority of the UK’s national newspapers and specialist publications including the front page of the following day’s Times.
Building on this success, MPA Creative achieved even greater coverage in 2014 and 2015 notably securing coverage on the BBC’s popular early evening The One Show and extensive airtime on the award-winning Breakfast Show on BBC Radio 2, hosted at the time by Chris Evans. In 2015 Evans teamed up with fellow BBC personalities Ken Bruce and Alex Jones to drive three classic coaches down to Brighton, raising £350,000 for BBC Children in Need.
Every picture tells a story and few events are more photogenic than the Veteran Car Run. Capitalising on this, MPA Creative worked closely with all the major photographic agencies – including the Press Association and Getty Images – to guarantee extensive post-event exposure in 2014.
The plan worked perfectly with the resultant photos appearing in the pages of Monday morning’s Times, Daily Telegraph, Guardian and Daily Express newspapers as well as leading MailOnline and Telegraph websites. MPA Creative also engaged its own photographer to wire copyright-free images to all the major specialist and lifestyle publications, again with significant results.
Adding to the event’s unique appeal, MPA Creative also arranged for celebrity chef Paul Hollywood to enter the 2014 event. Although best known for being a judge on BBC TV’s ‘The Great British Bake Off’, Paul is a true car enthusiast and his participation produced even more coverage, notably in the popular lifestyle media.CLICK HERE FOR MORE