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With Historic Promotions looking to increase the impact of its two flagship events – Donington Historic Festival and Flywheel at Bicester Heritage, we were brought on board to significantly raise awareness, drive motorsport industry interest and increase consumer ticket sales.

The Challenge.

To raise the profile of both events within the motorsport media and boost consumer ticket sales for DHF and Flywheel.

Our Approach.

Targeting local lifestyle publications, bloggers and the motorsport media with nuggets of information about the stars of the show and a regular newsfeed to keep people updated on the ever-growing list of attractions.

The Results.

More than 150 pieces of coverage generated apiece for both DHF and Flywheel, including broadcast and national outlets, with web traffic and ticket sales up for both events.

Working closely with the event organisers, we pulled out a six-month campaign calendar of activity which would raise the profile of Donington Historic Festival and Flywheel at Bicester Heritage in the run-up to each event.

As well as securing significant media coverage on the back of news alerts and comment pieces, we also arranged bespoke press preview days for each of the events, welcoming four journalists to each media day to represent local, national, motorsport and automotive outlets – including the London Evening Standard, Telegraph, Classic Car Weekly and Yahoo.

We established the first blogger partnerships for both Donington Historic Festival and Flywheel at Bicester Heritage, securing social media and blog preview content in the weeks preceding the events, as well as live posting over the course of the weekend.

Prova’s role extended beyond media relations into content creation, and we played our part in making introductions and setting up partnership opportunities with the likes of Aston Martin, Bicester Village, Brightwells, Costwold Gin Distillery and Amanda Stretton.

We also designed a completely new look and feel for both events in our in-house studio, creating posters, brochure covers and artwork that has been evolved and built-upon in future years.

On the back of an integrated campaign, we secured more than 150 pieces of media coverage for each event, managed more than 110 accredited media and photographers for each weekend and saw ticket sales rise for both Donington Historic Festival and Flywheel at Bicester Heritage.

Image credits: Tom Horna, Jakob Ebrey, Richard Aucock, Chris Byrne

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