Magazine article Marketing

Rallying Body Unveils Plans for Global Push

Magazine article Marketing

Rallying Body Unveils Plans for Global Push

Article excerpt

The FIA World Rally Championship (WRC) will this week unveil a major marketing and branding makeover following 23red's appointment to build the series into a global sporting brand.

The agency was appointed by International Sportsworld Communicators (ISC), which holds WRC commercial rights. The agency has been charged with bringing the rally series closer to its massive worldwide audience through a variety of marketing and branding initiatives.

Marketing for WRC is being headed by ISC marketing director Simon Miles, who joined late last year from Scoot.com to oversee the series' development.

WRC will shortly unveil a new brand identity created by 23red. Miles plans to develop online facilities including a live webcam feed and live results postings, both of which have been previously unavailable to WRC fans.

A WRC Play Station 2 game will be launched later this year along with a merchandising partnership with outdoor clothing specialist Berghaus.

The 2001 championship's global launch took place in Monte Carlo on January 17, and the opening race follows on January 19. …

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