Case Study - RAC Future Car Challenge

Client: Royal Automobile Club (RAC)

Event: Brighton to London Future Car Challenge

Client Overview: The Royal Automobile Club (RAC) is one of the oldest and most prestigious motoring organizations in the world. Founded in 1897, the RAC is deeply involved in advancing the development of motor vehicles and motorsport, and it is best known for organizing the London to Brighton Veteran Car Run, the world’s longest-running motoring event.

The Challenge: In 2010, Eventageous PR was tasked with launching the Brighton to London Future Car Challenge, a new event focused on promoting electric, hybrid, and low-emission vehicles. The event’s goal was to encourage the development of new energy technologies by creating a competitive platform for these vehicles to showcase their efficiency on a 60-mile route from Brighton to London, with participants aiming to use the least energy possible.

Eventageous PR Strategy:

Promoting New-Energy Vehicle Development: Eventageous PR focused on the new technologies involved in the event, highlighting the electric, hybrid, and low-emission vehicles participating. They produced engaging content that emphasized the technological advances in sustainable motoring.

Brand Alignment with London to Brighton Veteran Car Run: Given the historic nature of the London to Brighton Veteran Car Run, Eventageous PR worked to align the Future Car Challenge with the RAC’s heritage, ensuring that the new event complemented and enhanced the Club’s legacy of celebrating innovation in motoring. Eventageous ensured that the branding for the Future Car Challenge respected the club’s reputation while promoting cutting-edge technologies.

Compelling Storytelling & Media Content: A key part of the PR strategy was to tell compelling stories around the vehicles, the technology behind them, and the people involved. Eventageous PR provided media outlets with facts, figures, interviews, and stories that appealed to a wide range of motoring enthusiasts, tech enthusiasts, and the public.

Celebrity Engagement: Leveraging their celebrity contacts, Eventageous PR ensured that prominent figures participated in or supported the event. These celebrity endorsements helped raise the profile of the event and attract media attention.

Managing Media Partnerships & Editorial Content: Eventageous PR coordinated closely with key media partners such as Daily Telegraph, Auto Express, Autocar, Evo, and Octane. They managed editorial content that promoted the event and highlighted the cutting-edge vehicles and technology involved in the Future Car Challenge.

Media Accreditation & Event Logistics: Eventageous PR handled the media accreditation process, ensuring that journalists and photographers were appropriately organised at multiple media points along the route, both before and during the event. This ensured that coverage was smooth and effective, with no disruptions during the event.

Engaging National and International Press: To maximise the event’s visibility, Eventageous PR worked with national and international outlets, securing media coverage both in print and broadcast formats. Despite challenges like the BBC strike during the event weekend, the PR efforts ensured extensive media exposure.

Results:

🔹 PR Exposure: Eventageous PR secured over 300 national press articles in just 8 weeks leading up to and after the event which resulted in over £3.5 million worth of media exposure.

🔹 TV Coverage: The event generated over 37 minutes of national TV coverage, despite facing challenges such as the BBC strike.

🔹 High-Profile Media Partners: The event received extensive coverage in key publications like The Daily Telegraph, Auto Express, Autocar, Evo, and Octane, further solidifying its reputation in the motoring industry.

🔹 Celebrity Involvement: Eventageous secured celebrity endorsements and involvement helped attract additional media attention, contributing to the event’s visibility.

🔹 Successful Event Launch: The inaugural event achieved a strong public profile and successfully raised awareness of the Future Car Challenge and the development of new-energy vehicle technologies.

Their success with the Future Car Challenge solidified Eventageous PR’s position as a trusted partner for the Royal Automobile Club, and the agency continues to work on major events and award ceremonies for the RAC, enhancing the club’s public profile over 15 years on!