Magazine article Marketing

World Rally Body Aims to Take on Formula One

Magazine article Marketing

World Rally Body Aims to Take on Formula One

Article excerpt

The World Rally Championship (WRC) is taking the fight to Formula One with a multi-million-pound consumer promotion positioning rallying as the most exciting motorsport on Earth.

The WRC's commercial rights owner, International Sportsworld Communicators (ISC), is offering the public the chance to co-drive part of the circuit used for November's Network Q Rally of Great Britain and to win a high-performance Mitsubishi production car.

ISC has enlisted the support of the WRC's UK broadcast partner, Channel 4, to promote the competition in its Driven motoring programme and in separate ad spots which use the strapline 'Win the Rally, Keep the Car'.

Other WRC commercial partners, including Mitsubishi, Chrysalis, PlayStation and Marketing's owner Haymarket Publishing, will be participating. Ads will appear in titles such as FHM, Loaded, Autosport and The Sunday Times.

The media value is estimated to be around pounds 4m.

The promotion, WRC Rally Trial, calls for entrants through a web, TV and press campaign. Consumers then attempt to navigate a rally route on the internet or on a map that accompanies a video mail pack. …

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